We brought Natural Vines outdoors—turning summer movie nights into a stage for America’s favorite organic licorice.

Challenge
American Licorice Company wanted to grow awareness of their organic candy line, Natural Vines, beyond their dominance in movie theaters.

Solution
We repositioned Natural Vines as the perfect treat for outdoor moments. To bring this to life, we developed a summer campaign that included sponsoring outdoor movie series in Portland, Central Oregon, and Seattle. Guests received activity books on arrival, and a short branded film played before each screening—subtly reinforcing the idea that “natural is best enjoyed outdoors.”

Result
Natural Vines connected with new audiences in a fresh, experiential way—extending the brand from theaters into summertime traditions and outdoor gatherings.

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2025