Change is hard. Especially when it’s something you love. When Skittles Pop’d changed Skittles from crunchy to chewy, we knew people were going to have mixed feelings. So instead of trying to tell consumers that change is good, we created spots that gave them permission to feel those feelings. We then followed that up with 35,156 unique websites to help them work through every possible combination of emotions to finally reach crunch acceptance.
If replacing Lime with Green Apple taught us anything, it’s that Skittles fans hate change. When the time came to launch crunchy not chewy Skittles Pop’d, we knew we had to protect ourselves…legally. So we partnered with Docusign and required consumers to sign a real, binding contract acknowledging that Skittles are now crunchy. Oh, and they had to sign with their tongue.
Gen Z has commitment paralysis. So, we asked them to commit to their love for Skittles in the most extreme ways.
Meet Thom - A man who’s been living in a pantry since 1880 and whose only mission is to charm people into having a more mindful breakfast.
We took over the Skittles social for a bit and these are some of the things we made with $5 and a pack of Skittles.
The most delicious, next-generation cheesecake is here. With a dual egg processor, 3D cookie crumb technology, and five bricks of power. Joysticks not included.
If it looks like a bagel, put Philly on it. And now anything can be a bagel.
To differentiate secondhand selling app letgo from its competition, we created The letgo Commercializer - the first and only way to create a million-dollar Hollywood commercial for someone's secondhand listing, without the inconvenience of spending a million dollars and actually going to Hollywood. To date almost 4 million unique commercials have been created and shared by letgo users. Check out the case study and four commercial trailers below I created with my own products to show how the app works.
Thanks to the Cheesecakers Society, we discovered what looked like cheesecakes in three real paintings of the first Thanksgiving dating back to 1914. Was cheesecake the original Thanksgiving dessert? Yes.
During the lockdown in 2020, pizza sales increased by 21%. Great for pizza chains, but not so great for Popeyes. So, we taught people about a playful autocorrect hack that allowed them to prank their family members into thinking about ordering Popeyes instead of Pizza. We launched with a simple tweet to tease the campaign: “Pizza.” And the internet went ablaze.
Things are just things. It's okay to let go.
Two months after Popeyes' chicken sandwich sold out, we brought it back. On a Sunday.
The one day a week that Popeyes' biggest chicken sandwich competitor happens to be closed.
We also ran classified ads looking for part-time workers with experience making chicken sandwiches who happened to have Sundays free.
Some professions were more impacted by the pandemic than others. Musicians, the heart and soul of Popeyes hometown of New Orleans, were hit hard. They couldn't go out and play at venues to earn a living. So, we hired NOLA musicians to play our jingle for our ads. We launched the campaign by releasing sheet music of our jingle as full page ads inviting all musicians to play it. We were stoked by the range of submissions we received, below are some of my faves.
Sweet Dixie Kitchen in Long Beach, CA had been caught not once, but twice selling Popeyes chicken as part of their brunch menu. AKA #PopeyesGate. Since they're such big fans, we decided to partner with them to launch Popeyes' new chicken sandwich, which became one of the biggest things of 2019.
Everyone needs to let something go.
Instead of remembering what’s important, we look for the next thing we’re going to buy thanks to Veterans Day sales. So we took back the day to honor all who have sacrificed their all.
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