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Candy Company Builds its Brands for the Long Haul
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Farley’s & Sathers Candy Company Finds A Delectable Way to Promote Its Brands 24-7
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The candy maker, with a history dating back to the early 1800s, is cooking up innovative
new ways to promote its favorite candy brands. Farley’s & Sathers chose 3M™
Scotchlite™ Reflective Graphic Film to colorfully feature 10 major brands
on 93 of its 53-foot trailers.
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"Our goal is building brand recognition over the long haul," said Steve Luitjens,
senior vice president of Sales and Marketing, Farley’s & Sathers. "That longevity
was important in justifying the investment."
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"When people see the reflective graphics, they often take a second look, and that
tells me we truly made an impact."
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Michelle Graber,
Marketing Services,
Farley’s & Sathers
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The company’s drivers also report feeling safer when driving at night because of
the film’s high reflectivity. Even Farley’s & Sathers’ insurance company sees the
potential for enhanced driving safety.
Cost-Effective Solution
"Using fleet graphics is an extremely cost-effective way to build brand awareness,"
said Linda Roslansky, graphic designer. "We can’t afford not to use our trailers
as media assets."
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Sweet Wheels - Moving Billboards
The company turned the trailers into media assets to expand the reach and impact
of its brands. Looking to create a long-term, brand-building program, Farley’s &
Sathers chose from its mix of candy brands that are expected to be on store shelves
years down the road.
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Boost Brand Awareness, Safety
"Graphic films will help us increase the number of impressions and increase brand
awareness," said Michelle Graber, Marketing Services, Farley’s & Sathers. "In fact,
when people see the reflective graphics, they often take a second look, and that
tells me we truly made an impact."
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Build Your Brand
3M™ Scotchlite™ Removable Reflective Graphic Film with Comply™
Adhesive Series 680CR offers vibrant color for eye-catching graphics to strengthen
your brand. Day and night visibility further multiplies the brand-building impact.
Maximize Your ROI
Study after study ranks mobile media as the most cost-effective and influential
advertising media available. This isn’t surprising considering that a single, intra-city
truck with graphics can generate up to 16 million visual impressions in a year (American
Trucking Association).
Be Visible, Be Safe
Scotchlite Reflective Graphic Films give fleet graphics bright, sharp nighttime
and daytime visibility for enhanced advertising effectiveness and safety 24 hours
a day.
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Quality, Guaranteed
Scotchlite Reflective Graphic Films are backed by 3M’s strongest product warranty:
3M™ MCS™ Warranty. A rock-solid warranty covering everything from physical
and manufacturing defects to adhesion, durability, removal, finished graphic appearance,
labor and more.
"Using fleet graphics is an extremely cost-effective way to build brand awareness.
We can’t afford not to use our trailers as media assets."
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Linda Roslansky,
graphic designer,
Farley’s & Sathers
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Media Asset-Value Comparison
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Advertising Medium |
Cost per thousand (CPM)* |
Cost of Equivalent DEC |
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Television |
$23.70 |
$1,445,700 |
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Magazine |
$21.46 |
$1,309,060 |
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Newspaper |
$19.70 |
$1,201,700 |
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Prime-time television |
$18.15 |
$1,107,150 |
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Radio |
$7.75 |
$472,750 |
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Outdoor |
$3.56 |
$217,160 |
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Fleet graphics (average, annualized)** |
$0.48 |
$30,000 |
* Based on 61 million Prime DEC annually; average of top 40 media market from Media
Buyers Guide.
**Based on cost of test trucks in a three-month 3M study in San Francisco.
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