Jolly Rancher celebrates debut of new candy with video contest

HERSHEY, Pa. — Jolly Rancher has paired together crunchy and chewy textures with its new fruit candy.

New Jolly Rancher Crunch 'N Chew candy features a crunchy candy shell and a soft, chewy center, the brand said. As part of the product debut, Jolly Rancher partnered with online videographer community Poptent, which was tapped to create cool original video spots highlighting the crunchy and chewy elements of the new Jolly Rancher product, and is inviting consumers to cast their vote and help choose the winning video. Fans can visit the Jolly Rancher website now through Feb. 15 to view the final three videos and cast their vote for their favorite. After the votes are tallied, the prize-winning videographer will produce two additional videos, resulting in a three-part video series that will be posted on 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," said Anna Lingeris, spokeswoman for the Jolly Rancher brand and Hershey. "We wanted to give our fans the opportunity to engage with the brand like never before and after reviewing the nearly 200 submissions from Poptent videographers across the country, we've selected our top three videos and are excited for our fans to select the winner."