Making the Good Old Times New Again: Marketing a Nostalgic Brand
Nostalgic brands evoke comfort and warmth, but they may also struggle to remain relevant in the age of TikTok and Instagram Reels. During this panel discussion, Stuckey’s CEO Stephanie Stuckey will engage with some of the industry leaders from Americans’ favorite classic candy and snack brands on how they manage to respect their past while moving forward with new generations into the future.
Becky SilberfarbVice President of Brand Marketing for the Americas, Bazooka Candy Brands
ecky Silberfarb leads the brand strategy, positioning and integrated marketing plans for the Americas across the entire Bazooka Candy Brands brand portfolio including such iconic candy brands as Ring Pop, Push Pop, Juicy Drop, Baby Bottle Pop, and Bazooka. Since joining the company in 2016, she has launched several breakthrough marketing campaigns to drive some of the most successful innovations Bazooka Candy Brands has introduced to date. She currently sits on the board of the Confectionery Foundation.
John KretchmerCEO, American Licorice Company
John Kretchmer currently serves as CEO of American Licorice Company, a candy company founded in 1914 that invests in happiness with its Red Vines, Sour Punch and Torie & Howard brands. During his 23-year tenure as CEO with the company, American Licorice has continued to successfully grow and navigate industry consolidations, disruptions and digital transformations.
John helped found the Candy Alliance in 1999 and served as its chairman from inception until 2014. He also has served as a member of the Board of Trustees of the National Confectioners Association and as chair of the NCA Audit Committee.
Leslie HorensteinSenior Vice President and Chief Marketing Officer, See’s Candies
Prior to leading the marketing, creative and merchandising teams for See’s Candies, Leslie spent 20+ years as an industry leader with nostalgic brands like Macy’s, Swarovski and Sears. An innovative and experienced strategist, Leslie has championed and led some of the most iconic campaigns for these brands. Leslie’s multi-channel marketing strategies are a balanced mix of traditional initiatives and key digital tactics, which are a must in this ever-evolving marketing environment.
Stephanie StuckeyCEO, Stuckey's
Stephanie Stuckey is CEO of Stuckey’s, the highway oasis that’s been serving pecan log rolls and kitschy souvenirs to road trippers since 1937. Founded by her grandfather, W.S. Stuckey, Sr. in Eastman, Georgia, Stuckey’s grew into over 350 stores nationwide by its peak in the 1970’s. The company was sold in 1964 and sadly declined for decades under a series of corporate owners. However, Stephanie purchased Stuckey’s in 2019 and is leading a successful brand comeback. Before purchasing Stuckey’s in November 2019, Stephanie worked as a trial lawyer, and served seven terms as a state representative in Georgia.