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World champion sprinter and iconic chocolate brand invite fans to slow down and savor the moment with new “It’s Slow Good” campaign.
Turtles®, the original caramel nut cluster and OG of slow since 1916, announces the brand’s new “It’s Slow Good” campaign in partnership with the fastest woman in the world, Olympic Gold Medalist, and current 100m World Champion, Sha’Carri Richardson.
The campaign debut marks a new era for the heritage brand, tapping Sha’Carri to help connect to a culture obsessed with speed and hustle by demonstrating firsthand the oh-so-sweet benefits of slowing down.
“Growing up, Turtles was always a treat – something we celebrated with,” shares Sha’Carri Richardson. “So when the opportunity came to partner with Turtles, it just felt right. For me, it’s not just candy – it’s about connection. Every time I have Turtles, it takes me back, keeps me grounded, and reminds me to slow down and celebrate wins, both big and small.”
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Sha’Carri Richardson on Slowing Down and Being Present
A perfect match, Richardson has captivated the world with her speed. However, it’s her dedication to slowing down and savoring moments of peace and joy that makes this partnership feel so authentic.
Just like the gooey, crunchy Turtles® cluster that can’t be rushed, the fastest woman in the world shows how taking the time to be present – whether through stretching, painting, or otherwise – is worth slowing down for.
In the “It’s Slow Good” spot launched on Turtles® and Sha’Carri’s social channels, the star athlete showcases a “slow day in the life” of the track star, which includes knitting, stretching, serving as a neighborhood crossing guard, and of course, indulging in a sweet treat with Turtles®.
“With layers of rich chocolate, creamy caramel and crunchy pecans, you simply can’t eat Turtles fast – it’s an experience meant to be slowly savored,” says Ahad Afridi, chief marketing officer at pladis Americas.
“We all feel like the world moves too fast – which is why we commissioned a survey to see just how big of a problem this is. We learned that the brand’s message to slow down and enjoy the present is one that most of us could benefit from hearing.”
As part of the “It’s Slow Good” campaign, Turtles® commissioned a survey sampling over 2,000 individuals across the United States ages 18 and up to gauge the pace of modern culture as well as the physical, mental and social tolls of fast-paced living. The results revealed that over 93% of Millennial and Gen Z Americans feel like they’re living a hectic lifestyle and don’t have enough time to slow down. When they do find time to slow down, over 83% feel happier, calmer, or more present.
Grounding in these cultural insights, the Turtles® partnership with Sha’Carri Richardson aims to convey to consumers – especially Millennial and Gen Z consumers – that while slowing down can sometimes feel like a luxury, finding even the smallest ways to pause and re-center can help remind us of what is truly valuable.
Whether it’s a daily treat or a special occasion, Turtles® makes your slow down moments delicious, so you can indulge in the present. Together, Sha’Carri and the iconic brand are inviting people everywhere to consider how they can treat themselves to the slowness they deserve – through presence, perspective, and a bite of something that’s truly slow good.
