King, the company behind the world-famous mobile game Candy Crush Saga has appointed London agency BBH to its creative account.
BBH has been tasked with rolling out a new brand platform for the game, and will launch the new positioning this summer across the US and the UK.
“We’re thrilled to be working with BBH on a new brand positioning for one of our most popular and well-known brands, Candy Crush Saga,” King associate brand director, Amy Kilty said.
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“Having recently celebrated 10 years since the hit mobile game first landed on our screens, it’s important for us to continue building on that success by establishing a unique brand and personality that will set us up for the next ten years and beyond. We’re excited about the work and the direction of travel we’ve seen from BBH.”
The news follows the recent appointment of House 337 to Royal Match’s creative account, signal the mobile gaming sector’s increasingly ambitious pursuits of new users through large-scale advertising campaigns.
BBH executive creative director, Helen Rhodes added:”Working on one of the most popular mobile games of all time is hugely inspiring for us. We’re looking forward to helping the team at King take the Candy Crush Saga brand to the next level.”
