Why Jolly Rancher and Anomaly Are Telling Frustrated Millennials to 'Keep on Sucking!'

The Hershey hard candy finds an ownable silver lining

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Some things in life unquestionably suck. Middle seats. Traffic jams. Rain delays. And young people, due to their limited means, are forced to put with even more things that suck. Student loans. Roommates. Shaky job prospects.

All of which led Jolly Rancher to the insight for its new campaign aimed at 18- to 24-year-olds. Yes, life can suck, the ads say. But Jolly Rancher candy can make those suckier moments a little less sucky—and at the same time, a little more sucky, given that this is, after all, a candy you suck on.

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