BEHAVE & Busy Philipps

BEHAVE tapped Parallel to secure a celebrity partner who could amplify awareness and reinforce their identity as a bold, women-owned, better-for-you candy brand. We identified talent whose energy matched BEHAVE’s playful, rebellious spirit — and could authentically weave the brand into their social presence.

Parallel led the project end to end, overseeing partnership strategy and deal negotiations, talent outreach, and creative development from concept through production.

  • Investment funding
  • Partnerships strategy
  • Talent relations
  • Creative development
  • Launch & press strategy

  • 300%

    surge in e-commerce sales

  • 23x

    Instagram engagement

  • National press

    including Forbes feature