Iconic candy brand, PEZ, wanted to do something funny for money for Red Nose Day 2013, so it got involved with two tasty fundraising initiatives to raise money for Comic Relief.
Not only did it create three specially-designed sweet dispensers, customised with the ‘Dinosesaur’ Red Nose Day characters that were sold with a donation going to Comic Relief, it also created one-off celebrity PEZ heads of Comic Relief ambassadors including One Direction, Jessie J, Ricky Gervais and Keith Lemon. These were auctioned to the highest bidder.
PEZ turned to Freshwater to help raise the profile of the campaign in the UK. Coverage included Vogue, Metro, Daily Star, The Independent, The Sun, Heat, and ITV and BBC (online).
On social media the hashtag #RNDPEZ was used to generate buzz. This was exacerbated by the four aforementioned celebrities who between them, tweeted out to 22.5 million Twitter followers. One Direction won the competition to engage the most people with 5000 retweets and 72,000 Facebook likes on their posts about their PEZ heads.
After the campaign had run, PEZ’s Twitter following had increased by 67% from 980 to 1,632. Its Facebook page received 2,000+ more likes.
PEZ succeeded in raising more than £8,000 for Comic Relief.