Rold Gold has top brand awareness in the category, but lagging salience.
So we positioned Rold Gold as “The Most Predictable Twist Ever,” to get people to reach for Rold Gold whenever life throws them unexpected twists.
And doesn’t it always?
Print / Digital
OOH
In Store
Activation
We decided to play off the idea of a yearly current events bingo card, using unpredictability to actively bring Rold Gold into people’s lives.
Social
It was important for this campaign be applicable for both standard Rold Gold, and their line of new flavors. So we took to social to introduce the new flavors you absolutely saw coming.
(CW: Bonnie Davis)
(AD: Kaya Rivera, Mable Huang)