Gummy candy is a favorite among its consumers because of its fun exterior, amusing texture, and delicious taste, but what sets gummy candy apart from the rest of the candy categories is that the actual action of eating gummies can be amusing. While eating gummy bears some people eat the heads off first, some people suck all the sugar off before chewing on their gummy candy, some squish or stretch their gummies, and the list goes on. This is unique to any other type of candy and is a consumer truth that will be the center of the campaign, connecting consumers through social media, guerrilla marketing and traditional advertising.