the brief
Noise Digital and I were asked to revive the Sugar Crisp mascot who kind of died in the late 90’s. But here’s a little industry secret: you can’t market super sugar-laden cereal to kids anymore so our strategy was to revive the iconic Sugar Bear mascot in a campaign for college kids.
— so we cut off the iconic mascot’s head,
and mounted it on a trophy plaque
we built a trophy mounted, animatronic Sugar Bear that would speak back when you tweeted it
— created a tweet-to-speak microsite that allowed users to tweet sugar bear, and get a video response
— sold the idea on youtube with a late night infomercial
— and asked some of history’s greatest minds to share
how they felt about sugar bear on social media
— then sent sugar bear on a cross-country college tour in a food truck
the results
The campaign garnered over 40,000 contest submissions. Post brands noticed a noticeable increase in sales of Sugar Crisp at grocery stores near college and university campuses across the country. Brand awareness increased exponentially, and Sugar Bear was successfully revived for kids across the nation.