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Article: BRACH'S FRUIT SNACKS SHAPES: CARTER WELCH.(marketing efforts)(Brief Article)
- Article from:
- Advertising Age
- Article date:
- June 28, 1999
- Author:
CopyrightCOPYRIGHT 1999 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Brach & Brock Confections' strategy of linking high-profile brand names to its own fruit snacks and candies quickly is paying off.
``We believe that using strong co-brands and licenses is a quicker way to communicate our quality to consumers,'' says Carter Welch, 35, director of marketing-fruit snacks and chocolate confections, who developed the licensing strategy. ``We go directly to moms with the brand names she knows and trusts.''
Three years ago, the company's fruit snacks sales totaled less than $10 million. Under the new licensing strategy, sales have doubled each of the last two years, and are on track to do the same this year.
Three ...