Challenge: When research revealed that people experience a surprising burst of happiness from fluffy texture of a Marshmallow, our challenge was to use this insight introduce the brand’s refreshed logo and pack design to the world.
Solution: To represent the positive state of mind one is transported to with every bite of a marshmallow, we introduced “The Fluffy Side of Life,” an alternative fluffy universe where every bitter negative is turned into a sweet positive. Brought to life through song, lyrics rooted in clever twists on negative life idioms. Campaign assets exceeded benchmarks by 20% and performed in the top 1% of all paid ads at Kraft Heinz.
Role: As the lead creative team, my partner and I owned this project from start to finish. We came up with the overarching concept and tagline, worked with a music production house to help craft our lyrical vision into song, and an animation house to bring the world to life.
Press: Campaign Live, Ads of The World, Addvertising.org, reel360.com, popicon
Hero Video:
We also created 15s cut downs each with their own unique usage occasion focused lyrics.
And to show how dedicated our Marshmallows are to staying “up to fluff” we created a video of the rigorous training that takes place in every pack of Jet Puffed Marshmallows.