Butterfinger - Ferrero USA

OBJECTIVE

Butterfinger needed to boost brand relevance in popular culture, as they were starting to experience double-digit sales declines. To accomplish this, they sought out to create a campaign that introduced the Butterfinger Investigators (aka the BFI) under the premise that Butterfinger bars are so steal-worthy that there’s an investigative unit to prevent people from laying a finger on your Butterfinger. To accompany the campaign and optimize performance, a strategic approach to sound was critical.

SOLUTION

To enhance the story and boost brand recognition through sound, JBMG was brought in to craft a long-form and short-form mnemonic (sonic logo) that would precede and conclude all related media content. We also provided custom music, scored to picture that would help set the tone for this campaign series going forward. This sonic branding experience needed to capture the tongue and cheek tone of the BFI brand, while also eliciting their key campaign characteristic of mystery. Through a blend of unique, sparse instrumentation, intentionally dramatic music, and just the right touch of exaggerated guitar reverb, the winning musical assets perfectly balanced comedy with mystery.

RESULT

The 3+ year campaign included TVC’s, long-form webisodes, social content, retail, activations, partnerships, promotions and a call center “tips line”. In just one quarter, BFI achieved double-digit growth. Now in year three of the campaign, the work continues to deliver growth quarter over quarter.