Rold_Gold (1).png

55% of people are unfamiliar with hard pretzel brand names, so we started a dumb conversation about Rold Gold by simply asking: what the hell is a pretzel?

Social Video

First, social content was put out to drive people to a micro-site that initiated the conversation.

Micro-Site

A self-governing site let visitors give their definitions, plus a chance to argue over the definitions with humans or artificial intelligence.

Mockup1.png
Mockup2.png

New Bags

The best were made into "new" products to get people naturally asking questions...

1.png
2.png
3.png

Banners

...that were further promoted for immediate purchase.

RGBanner.png
RGOnline.png

Billboards

Billboards were placed strategically before exists with stores offering Rold Gold.

Billboard2.png
Billboard1.png
Billboard3.png

Social

Finally, social helped keep the conversation going.

ROLDGOLDTWEET4.png
Maddy.gif

#WhatISAPretzel

ROLDGOLDTWEET2.png
Grant.gif

#WhatISAPretzel

ROLDGOLDTWEETCOLEMANGIF.png
Coleman.gif

#WhatISAPretzel

ROLDGOLDTWEET3.png
Seth.gif

#WhatISAPretzel

Girl.gif
Larry.gif
Mackenna.gif
Reety.gif
Luis.gif

Co-Creator:

Mitch Howard