Soft and Chewy Candy Textures are Combined in Jolly Rancher's New Product Launch

Jolly Rancher, a candy company that was founded in 1949, is using crowdsourcing to launch its new product that incorporates both chewy and crunchy textures into one bon-bon: the Crunch 'N Chew. Jolly Rancher has partnered with Poptent, an online crowdsourcing community of videographers, to develop commercials that showcase the new candy.

To aid in the selection process, the candy company has invited consumers to cast their votes for what they think is the winning video. Poptent’s Director of Marketing, Mark Schoneveld, explains that the project's mission is to connect individual video creators with companies such as Amazon, LG, Procter and Gamble and others to provide compelling, branded video content.

Jolly Rancher’s project has proven very successful so far, already attracting over 200 submissions. Fans can visit the Jolly Rancher website to view the final three videos and vote for their favorite until February 15, 2012. The winning videographer will be chosen to produce two additional videos that will result in a three-part series that will be posted to the Jolly Rancher website this spring.

The combination of a hard candy shell and a soft, chewy center gives candy lovers the best of both worlds and the chance to experience the untamed fruit flavor of Jolly Rancher candies in a brand new way.

Anna Lingeris, Spokesperson for the Jolly Rancher brand and The Hershey Company