Twizzlers is going to great lengths to extend the fun of summer, a key candy-consumption period.

The Hershey brand’s latest platform and national campaign, “Twizzlers Keep the Fun Going,” leans into the idea that nobody wants a good thing to end. In one brand spot, a killjoy security guard gets his comeuppance when a swimmer’s candy unfurls to full length and dunk-twists him into a pool.

The FCB-created campaign is rolling out on TV, connected TV, OLV and social and is scheduled to run through to September. A second seasonal push is planned for the holiday period.

“Our goal is to keep the fun going in ways that feel fresh and true to Twizzlers,” says Elizabeth Phillips, senior marketing manager of beyond chocolate at Hershey Canada, adding that “having a clear brand personality gives [Twizzlers] a strong foundation to explore unexpected, bold and imaginative ideas.”

Phillips tells strategy that both summer and winter holidays are major moments on the candy calendar and, for Twizzlers in particular, “they’re also times of year that we know Canadians are actively out having fun.”

The creative has been strategically placed with fun in mind, with OOH situated to catch the attention of consumers headed for exciting destinations and TV, social, Spotify and Cineplex media designed to reach audiences who are already being entertained.

“It’s about showing up in the fun, not just at the shelf,” Phillips says.

While that may be true, Twizzlers and Jolly Ranchers are also currently being featured in in-store summer displays and are part of the “Stream Sweeter” contest, which gives participants the chance to win free services for life from Canada’s top-five online streamers.

And in an attempt to literally keep the fun going, Twizzlers has partnered with Dwayne Gretzky to become the official encore sponsor for the Canadian party-rock band’s summer tour. The brand will activate at all concert stops this summer with amplification through social content and influencer partnerships.

“The uniqueness of sponsoring this one specific part of the show – encore literally translates to ‘again’ – is a perfect fit for the key message of this campaign,” Phillips says.

Paid media for “Twizzlers Keep the Fun Going” is being handled by UM and Craft Public Relations is leading all PR and influencer engagement for the campaign, including the Dwayne Gretzky partnership.