Snacks & Desserts
Ice cream, candy, chips, cookies, bakery items, nut, fruit & vegetable snacks, popcorn, etc.
A New Jingle for a New Era
When a viral video resurfaced the racist roots of America’s favorite ice cream truck jingle, Good Humor took action. To prevent this song from reaching a new generation, we partnered with the legendary RZA and dropped a new jingle created for all communities. We even included a unique licensing deal that allows this song to be played by ice cream trucks in perpetuity. Although we’re proud of the 3+ billion impressions and 17,000+ media placements, the best result is knowing this jingle will play for generations to come.
Brand: Good Humor
How Snickers Didn't Fix the World
For years, SNICKERS has satisfied hungry people acting “out-of-sorts” but shifting snacking behavior meant the only thing “out-of-sorts” was our sales. We needed to evolve the campaign to capture the snacking and treating occasions not prompted by hunger. Realizing out-of-sortsness isn’t limited to hungry individuals, we expanded SNICKERS’ relevance by tapping into everyday problems an out-of-sorts world creates, and absurdly “fed” the world a giant SNICKERS as the satisfying solution. We returned the brand to growth after years of decline with category-beating sales lift of 7% versus the category's 1%.
Client: Mars Wrigley
Agency: BBDO New York
Can't Touch This
Cheetos was hitting a growth plateau, and planned to launch Cheetos Popcorn to attract new households. But the popcorn subcategory exists in opposition to the messy indulgence of snacks like Cheetos. By embracing and amplifying the dust that makes Cheetos distinct, even if it’s a polarizing attribute, the campaign sold 100MM in Cheetos Popcorn, hitting 250% to plan; brought 1.75MM new households into the Cheetos trademark; and drove 75% of Popcorn subcategory growth. Cheetos’ weakness, ultimately, became its superpower.
Client: Frito-Lay North America, Inc.
Agency: Goodby Silverstein & Partners