ZED Candy
Launching a new product for an established candy brand across multiple TikTok profiles
The objective
Driving brand awareness for a global leader in confectionery
ZED Candy is a confectionery manufacturing company renowned for its delightful and innovative range of candies and sweets, mainly focusing on fun and unique novelty candy. Now established as a global leader in the candy industry, ZED Candy has products available in over 60 countries.
ZED Candy has a wide influence on TikTok, spreading their communications across three channels: @zed_candy, @screamers_candy (sour sweets), and @howlers.candy (sour brand name in the USA). All channels focus on introducing products to the end customer in a fun and informal way, using trends, recipes, fun combos, and UGC to engage and excite their audience.
All three channels have been advertising on TikTok since the end of 2023, and due to their success on the platform, TikTok has now become the only social media channel where ZED advertises.
This campaign was launched to promote @screamers_candy, focusing on their new product SOURACHA. With the main objective of gaining awareness through video views. By raising video views on their profile content, the candy brand aimed to drive product curiosity and increase brand awareness.
The solution
Launching a content-focused Spark Ads Campaign
ZED Candy used Spark Ads as the key advertising tool for this campaign, delivering their content to users’ feeds. This meant that the confectionery company could boost their highest-performing organic content through the paid campaign by targeting TikTok accounts most likely to be interested.
The content used in this campaign represented the ZED Candy brand and the Screamers sub-brand, while maintaining a strong focus on the SOURACHA product. The content featured a mix of product information, fun elements, and trending formats.
In addition to their content, ZED Candy pay special attention to community management, taking time to engage with their final consumers which has been crucial in building a loyal customer base and maintaining audience engagement long-term.
Video views and engagement were the main KPIs for all campaigns across the three channels, including this SOURACHA campaign for Screamers.
The results
Delivering exceptional results in raising brand awareness and contributing to business growth
The campaign was highly successful in achieving the brand's key goal of raising awareness. It achieved over 6 million video views, which was crucial in generating interest and awareness for the new SOURACHA product.
A testament to the targeting and content, the campaign delivered over 1 million 6-second video views, with a CPM of 1.37. Additionally, compared to the same period in 2024, the brand saw 8x the total impressions.
Creative consistency has helped ZED Candy grow both brand and product awareness, ensuring the maximum number of people saw the launch of new products. Working across multiple markets and countries, it's important to stay consistent while adjusting content for local languages.
Outside of the key metrics, ZED Candy has significantly increased its advertising efforts with TikTok for 2025 and expanded into new markets to promote specific products. New product development now also considers how a product can be presented on TikTok and its potential to go viral. The brand has also hired and is working with more content creators and influencers to further promote its presence on the platform.
This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.
TikTok has become our key platform for launching products and building brand awareness, outperforming all other media. It’s also helped us engage directly with consumers — a rare opportunity in B2B — which is especially valuable for smaller companies with limited budgets.