The Fluffy Side of Life
Context & Challenge
We’ve all had that moment when you bite into a marshmallow and experience that tooth hug of yummy goodness that makes reality sweeter, if just for a moment. So how do we show people that choosing to eat marshmallows, wherever you are, transports you to a more positive place?
Idea
To represent this positive state of mind, we built a brand new fluffy world and introduced a new set of characters called the Puff Pals. In this world the Puff Pals teach us about the Fluffier Side of Life through song.
On social our Puff Pals are sharing their fluffy view of the world—finally giving us an understanding as to why we feel euphoria we eat them.
To show how dedicated our Puff Pals are to staying “Up To Fluff” we created a video of the rigorous training that takes place in every pack of Jet Puffed Marshmallows.
Jet-Puffed tasked us with creating a new brand world for them. We first started with our character development and created the Puff Pals. Our Puff Pals travel in packs (pun intended!) and they are our guides to living life through a fluffier lens. As fluffy beings, they speak with an adorable muffled sound as if they have a mouth full of marshmallows themselves.
We introduced Jet-Puffed Nation, the home of the Puff Pals within every Jet-Puffed bag. In this world we used bright and playful visuals to appeal to children and lyrics that are rooted in clever twists on life idioms to appeal to adults. Our rainbow gives us that extra burst of color and leads us through this world.
The Results
We exceeded benchmarks by 20%, performed in the top 1% of all paid ads at Kraft Heinz and made a lot of people happy.
Team
CCO: Rob Lenois / GCD: Mike Pierantozzi / CD’s: Vince Lim & Matt Herr / ACD AD: Allison Navon / ACD CW: Jessica Lomasson / Animation: Aardman / Music: Woolly Music