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Smith & Sinclair • Trump Sucks

Viral Campaign

Sweet revenge

Adult confectionery pioneers Smith & Sinclair launched a limited edition ‘Trump Sucks’ lollipop, offering anyone unhappy with the 45th president the chance to indulge in a little sweet revenge. Donald-shaped lollipops sold online for £10 each, with 100% of profits donated to International Planned Parenthood Federation, in protest to Trump’s executive order to ban federal money going to international groups which perform or provide information on abortions.

With a little help from our friends

Our good friends at Mini Productions Mini Productions and Acting On A Dream asked if we’d be interested in creating a short video to raise awareness of the campaign on social media. ‘Trump sucks, you say?’ Obviously we leapt at the chance to throw some shade at Donnie, and quickly found ourselves embroiled in a whirlwind campaign that shone a light on a serious issue in a cheeky, playful, and above all, sugary, way.

Going viral

Filmed in Smith & Sinclair’s Bermondsey-based factory one sleepy Saturday morning and edited the same afternoon, our video quickly surpassed its original aims, hitting 1 million views in 24 hours and being picked up by George Takei. Smith & Sinclair generated enormous buzz online, which resulted in them selling over 3500 lollipops in the first 48 hours and raising thousands of pounds for charity.

Client: Smith & Sinclair

Director/Editor: Joseph Madden

Producer: April Kelley

Produced by Mini Productions in association with CAVSOC