What they were up against.
As part of a sponsorship for the Professional Bowling Association, the brand was given :90 of airtime during the PBA championships broadcast on ESPN. Most brands would simply ship an existing ad to run during a program like that. The problem is, Wheaties didn’t have any existing spots to ship – in fact, the brand hadn’t made a TV spot in about 20 years.
What we did to help.
“Grandpa Strength” quotes were Wheaties’ best performing content on Facebook, so we paired that voice with footage from a ‘Andy Varipapa’s Bowling Tricks’ from 1948. It all came together in a campy mashup of old and new.
Work we did:
- Brand/Strategic
- Advertising Online/Offline
- Video
- Digital
Video
Video
Video
Video
Video
Video
What happened next.
We can’t share specific General Mills sales results, but we can share the following: ESPN’s bowling fans loved it.