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.
Demand engineering. Invent new use-cases for Jet-Puffed marshmallows.
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.
A subset of people already use marshmallows in novel, wild, totally weird ways - as battering rams, to fill bathtubs, or as practical jokes.
With marshmallows, the real fun isn't just in eating them. It's how you play with them.
The Jet-Puffed World Contest.
A social campaign for people to submit ideas for the wildest marshmallow experience they can dream up.
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?
Caitlin Russell, Creative Strategist
Caroline Bivens, Brand Manager
Miya Cheng, Brand Manager