Sharp has been the PR AOR for Morinaga America Inc.’s fruity, chewy candy brand HI-CHEW since 2016. Throughout this time, we have worked to position HI-CHEW as a lifestyle brand with a strong focus on the millennial audience. With the launch of HI-CHEW’s new Superfruit Mix (with açai, kiwi and dragon fruit flavors featuring real chia seeds), Sharp saw an opportunity to align with the wellness space while staying true to the brand’s playful persona.
To create a lively launch moment that would be newsworthy and Instagrammable, Sharp aligned with a boutique fitness studio specializing in dance-style workouts to host an event for media. We turned the space into a colorful HI-CHEW destination with vibrant tropical elements, fruit-inspired chia and açai bites and HI-CHEW infused smoothies and conscious cocktails.
Over 20 top-tier media and influencers from Good Housekeeping, PopSugar, Food Network Magazine, Byrdie, US Weekly, and InStyle were in attendance to experience HI-CHEW’s Superfruit Mix, dance it out, and cool down with drinks and candy in hand.
Alongside the one-of-a-kind experience, Sharp executed a national media blitz announcing the new product offerings from the immensely fruity, intensely chewy candy brand to a wide consumer audience.
As a parting gift, Sharp created must-have exclusive HI-CHEW swag, including sweatshirts, headphones, and workout bags, that editors couldn’t wait to get their hands on.
HI-CHEW’s Superfruit Mix has been met with excitement among media and consumers nationwide, with resulting coverage in top-tier publications including Refinery29, Thrillist, The Washington Post, BestProducts, Hypebeast, and more.