Cait

creative strategy

 
 

Situation

Kraft essentially invented the modern marshmallow in the 1950's. Using space-age technology, they puffed marshmallow slurry full of air, making the confections springier, puffier, and fluffier than ever before.

Since then, Jet-Puffed marshmallows have become synonymous with s'mores, with limited product use outside campfires.

 
Screen Shot 2018-02-23 at 8.21.31 PM.png
 

Opportunity

Demand engineering. Invent new use-cases for Jet-Puffed marshmallows.  

 

Brand Inspiration 

A new purpose for Jet-Puffed that's as lighthearted and sweet as the marshmallows they make, and reminds us how marshmallows are best eaten - in good company.

Screen Shot 2018-02-23 at 8.32.28 PM.png

Cultural Currency

A subset of people already use marshmallows in novel, wild, totally weird ways - as battering rams, to fill bathtubs, or as practical jokes.

Consumer Insight

With marshmallows, the real fun isn't just in eating them. It's how you play with them. 

Screen Shot 2018-02-23 at 8.53.57 PM.png
 

Creative Strategy

Screen Shot 2018-02-23 at 8.24.04 PM.png
 

Campaign Concept

Screen Shot 2018-02-23 at 8.24.19 PM.png

Executions

Screen Shot 2018-02-23 at 8.32.43 PM.png

The Jet-Puffed World Contest. 

A social campaign for people to submit ideas for the wildest marshmallow experience they can dream up. 

Screen Shot 2018-02-23 at 8.32.50 PM.png

Jet-Puffed's Imagination Lab.

The brand's new creative hub, where each week Jet-Puffed brings to life a contestant's wackiest marshmallow dream and live streams the mayhem to the world.

Once the campaign ends, it'll be HQ for product development at Jet-Puffed, where the brand's most ardent fans are invited to help innovate the next generation of marshmallow flavors.

 

Have a marshmallow dream?

Share it. 

Name *
Name
Tell us more about your marshmallow fantasy. We're taking the top ideas and making them a reality.
 

Team

Caitlin Russell, Creative Strategist

Caroline Bivens, Brand Manager

Miya Cheng, Brand Manager