Description
Candy canes serve double duty during the holidays - as decorations and the occasional treat. But while most candy canes are for show, BRACH’S brand outperforms the entire category in flavor, aroma, and texture…making them impossible to resist.
BRACH’S Candy Canes are the only decorations that are snatched, stolen, eaten and otherwise too good to last, deserving of the new tagline: “Decorations You Can’t Not Eat.”
In a new campaign from Rethink, BRACH’S is reframing how people think about its classic holiday staple. They aren’t just pretty display pieces; they’re decorations that you'll want to enjoy. The centerpiece of the campaign is a humorous :30 film, that shows the lengths a Dad and his kids will go to sneak the candy canes off the tree.
The national campaign will run across social, OTT, and OLV. In addition to Rethink, H5 handled PR and iProspect handled media.
Rethink and BRACH’S also developed “The Cane Opener,” to solve the most common candy cane conundrum: they’re as delicious as they are tricky to open. The device is specifically engineered to open candy canes, delivering a fast and mess-free unwrap with a simple cutting mechanism.
Starting November 17, fans can visit TheCaneOpener.com to purchase their own.
“Decorations You Can’t Not Eat” builds on Rethink’s continued partnership with BRACH’S to modernize and re-energize classic seasonal candy icons. It follows the success of its recent Candy Corn campaign that positioned the iconic treat as the unofficial ambassador of fall.
Rethink is partnering with BRACH’S, including its Sweet Bright Conversation Hearts line, over the next year.
This professional campaign titled 'Decorations You Can’t Not Eat' was published in United States in November, 2025. It was created for the brand: BRACH’S, by ad agency: Rethink. This Film medium campaign is related to the Confectionery, Snacks industry and contains 3 media assets. It was submitted 26 days ago.
