Nestlé Sno-Caps is an old fashioned "movie candy" brand that doesn't have much of an online presence. Instead of having a regular social media posts to dialogue with consumers and share content, a Twitter narrative using the long history of Sno-Caps would be a fun way to engage followers in an amusing, ever-evolving story.
Sno-Caps spells "snow" without a "w". The story goes that when the candy was created in the 1920s, the company could afford either the printing costs for the "w" on the box or the manufacturing costs for the signature crunchy, white, "nonpareils" that surround the chocolate morsels. The choice was obvious. They shortened the name to "Sno-Caps" and dropped the "w".
The W left off the box has been struggling to ends meet as a "letter actor" ever since. It recently decided to take to Twitter to tell its story, look for new work, and if it plays its cards right...get its old job back. He shares his past career successes and failures, constantly retweets the official Nestlé Sno-Caps account (which doesn't exists, so that also was created), shamelessly self-promotes, tries to engage other prominent "W" businesses for work, and starts the #bringbackthew to Sno-Caps campaign.
* "W" designed by Jon Brammer of Jon Brammer Design