Jolly Ranchers is hoping to make Millennials’ lives a “little less sucky” with a Snapchat campaign that encourages users to “Keep on Sucking” their hard candy during the frustrating moments in life.

Jolly Ranchers is hoping to make Millennials’ lives a “little less sucky” with a Snapchat campaign that encourages users to “Keep on Sucking” their hard candy during the frustrating moments in life. Looking to capitalize on the 6 billion daily video views on the platform, Hershey branched out from their usual content and sought out Snapchat influencers to stage 24-hour takeovers of its channel. Hershey states “…the first adopters of the new channels and the experts and have found truly unique ways to tell stories that matter to their followers.” Millennials are watching: the stories reportedly received 2.5 million impressions in less than a week. (Digiday)