Problem to Solve
Bring Wheat Thins newest snack brand—Wheat Thins Popped—to market in a way that set itself apart from Wheat Thins’ traditional offerings as well as its competing brands.
Consumers are constantly in search of a healthier form of snacking. It was discovered that 3:00pm is universally know as “The Snacking Hour. (We get that.)
With Wheat Thins Popped was focused on healthy snacking, so the brand partnered with celebrity social media darling and weight-loss rock-star, Kelly Osbourne to unveil the new, whole wheat brand at 3:00pm in Times Square. An interactive Wheat Thins Popped sculpture made from over 400 balloons was engaged from anywhere in the world via Twitter. Beginning at 1:30pm EST, fans had the opportunity to pop the balloons by tweeting using the hashtag #PoppedWheatThins. After 90 minutes of balloon popping concluded, Wheat Thins Popped invited New Yorkers and visitors alike to take part in the ultimate “Snacking Hour” in the heart of Times Square to officially celebrate the newest addition to the Wheat Thins family.