Better Late Than Never to Adopt Social Media, Even for Smaller Brands

Playing catch-up in the social media space isn’t so easy when you’re a lesser known regional brand with a limited marketing and communications budget. However, that’s what Red Vines licorice, a brand sold on the west coast, has been doing for the past two years, and it has made notable progress. Being creative, resourceful and generous with product influencers had a lot to do with it.

Michael Kelly, American Licorice’s consumer communications manager, detailed Red Vines’ social media initiatives during ANA’s (Association of National Advertisers) Digital and Social Media conference in Dana Point, California on Monday.

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