So FETCH. Who knew Tina Fey's screenplay about high school feistiness would become such a 2000's colossal hit? In our consumer research and following the Mean Girls 10th anniversary, Dylan's Candy Bar uncovered a huge insight about the film's audiences: laughable quotes = queen bee 🐝

By marrying larger-than-life lines with inventive product ideas, our Mean Girls collection is proof-positive that the power of a tasty treat and a good giggle cannot be stopped. (I mean it's not our fault we're so popular 🎀)

THE CHALLENGE: How can you applaud the gutsy story we all watched unfold by bringing it to life in a way super-fans will understand?

THE SOLUTION: Just like in the film, it's all about the game plan. Magnify the lighthearted humor of the film by embracing its cultural messages. After all, life is belly-full of drama… but you totally can sit with us.

FUN FACT: BuzzFeed did a pretty funny article about the collection. Spoiler: we made delicious happen.

AGENCY: Dylan’s Candy Bar Marketing Team

ROLE: Copywriter, Brand Voice Lead

RESPONSIBILITIES: Product concepts, in-store activations, copywriting, social media writing

*Video courtesy of buzz60. Do not reproduce.