NECCO Asks, 'Where's Zipper?'

Classic candy company looks to grab attention of younger audience

Published in CSP Daily News

REVERE, Mass. -- The New England Confectionery Co. recently launched a new website that features revised content and new images to showcase NECCO everyday products, seasonal items, company history, candy recipes, news items and frequently asked questions.

The NECCO website design is by Noonan Creative Group, a brand communications agency located in Framingham, Mass., specializing in website design, videos, advertisements and other branding assets.

Visitors of the site can explore NECCO's brands and learn about the history of many products, as well as how they are made in the Revere, Mass., headquarters factory. The website also connects customers to the NECCO store if they are interested in purchasing candy online.

"This is a new and exciting time for NECCO and we wanted the site to strike a balance between that and the vintage feel inherent in our brand," said NECCO's director of marketing, Alyssa Hills. "And, of course, add a little fun. Response so far has been incredibly positive."

Noonan also created an animated squirrel character, "Zipper," along with an accompanying microsite, www.whereszipper.com, and trade show presence, as a means of introducing new candies, interactive games and personality to the NECCO brand.

"The main thing we're trying to do is broaden appeal and become more relevant to younger audiences," said Glenn Paradise, co-founder and president of Noonan. "And we want to have some fun with it. It's candy after all. NECCO has a good story and we're evolving it in ways that connect with new consumers without alienating their core, more mature loyalists."
Opened in 2008, Noonan Creative Group is part design firm, part advertising agency and part idea factory serving a roster of clients including NECCO, Monster.com, Northeastern University, TD Garden, Constant Contact and Carla's Pasta.

Founded in 1847, NECCO is a multi-line candy company and maker of NECCO Wafers, Sweethearts, Haviland Thin Mints, Candy Buttons, Squirrel Nut Zippers and other classic candies.

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sweet snacks