Our fictional trailer for “the next” Cheech & Chong movie launched Fiber One's 99 calorie Chewy Chocolate Brownie. Relying on our Boomer target's affection for the 60s comedy duo, we were able to read our strategic premise aloud during the final scene, "Now that you're getting older, you need a new kind of magic from your brownies." A truly bold and brave move for General Mills. Pairing Cheech & Chong with a Boomer-targeted health message and dose of comedy earned significant organic reach, including our favorite – a mention on NPR's Wait Wait Don't Tell Me.
(Press/Awards: CNN, ABC News, NPR, Fox News, Silver NY Addy, Ad Age, Ad Weekly, Archive Magazine)
You can do amazing things when your lips are happy and healthy.
To inspire kids to sign up for the tougher classes that will help them get into college, we personified the classes through tough characters. Algebra as a body builder, foreign language as a series of ninja-like fighters, etc. According to results, there was a 10% lift in class enrollment after the campaign ran.
(Awards: Silver Addy NY)