A fictional trailer for “the next” Cheech & Chong movie to help launch the new Fiber One Brownie. We created this campaign targeting Boomers nostalgia for the 60s and wrapped it up with the line “Now that you are getting older, you need a new kind of magic from your brownies – the magic of fiber.” The fact that NPR’s Wait Wait Don’t Tell Me featured it as one of their questions was my favorite part, but overall it generated a ton of press across mainstream and industry media.
(Press: CNN, ABC News, NPR, Fox News, Silver NY Addy, Ad Age, Ad Weekly, Archive Magazine)
OTHER BRAND INITIATIVES:
“Zero Drama” campaign
TV
There is way too much drama around choosing the right snack. So we decided to position Fiber One as the only snack with “Zero Drama.”
“Momigus” campaign
TV
Sometimes you feel like a monster when asking your kid to try a new snack.
“Coping with Disbelief” campaign
Digital
If you don’t believe high fiber products can taste good…then you might be suffering from Irrational Disbelief Syndrome. Campaign included online video, website, and social media support.
(Press: Communication Arts)
Chris Stevenson 