Rice Krispies Treats dunked in chocolate happened, that’s what. Kellogg’s planned to launch new Dunk’d in convenience stores with millennials in mind.
We had an idea based on the insight that adulthood is still not quite a fit for our target. We created an entirely digital campaign that offered Dunk’d as a reward for doing something “grown-up.” We also ran the creative on gas pumps and credit card readers.
And made this happen:
Return on ad spend was nearly four times the investment.