From Inbox to Booth Traffic: How SmartBrief Helped Candy Dynamics Amplify Product Launches

For consumer brands, industry events are a key opportunity to build awareness, showcase new products, and connect with buyers. But standing out on the show floor starts long before attendees arrive.

For brands competing for attention in the confectionery space, standing out requires more than great products—it requires reaching the right audience at the right time. As Candy Dynamics prepared for new product launches and key industry events, the company partnered with SmartBrief to increase visibility among confectionery professionals and drive awareness where it mattered most.

The Challenge: Creating meaningful awareness among the confectionery industry's most influential audiences.

Candy Dynamics, maker of Toxic Waste Hazardously Sour Candy®, wanted to increase overall brand awareness while generating excitement around new product launches. The team needed an effective way to reach confectionery and convenience industry professionals ahead of major events, ensuring their products remained top of mind among buyers, retailers, and other key decision-makers.

While trade shows provide valuable face-to-face opportunities, Candy Dynamics recognized that building awareness before attendees arrived at the event would help maximize engagement and booth traffic. The challenge was finding a trusted channel capable of delivering targeted reach within the confectionery industry.

The Solution: Using the NCA SmartBrief to place Candy Dynamics in front of buyers, retailers, and industry stakeholders.

To connect with highly engaged confectionery professionals, Candy Dynamics leveraged advertising opportunities within the National Confectioners Association (NCA) SmartBrief.

The campaign included a combination of:

• Above-the-Fold newsletter placements
• Newsletter advertising
• Dedicated email sends

By utilizing multiple touchpoints within a trusted industry publication, Candy Dynamics was able to place its messaging directly in front of professionals who rely on the NCA SmartBrief for industry news, trends, and insights. The campaign strategically aligned with major industry events, helping build awareness before attendees stepped onto the show floor.

Read more about the SmartBrief and Candy Dynamics partnership here.