Disney•Pixar Honey Bunches of Oats "Find Joy and Win" Promotion

Agency l Eastwest MG
Role l Creative Director
Client l Post Foods

Challenge:

Create on-shelf excitement for Honey Bunches of Oats and awareness for Disney•Pixar's Inside Out.

Solution:

Two “Joys” come together to get consumers feeling...joyful! Honey Bunches of Oats lovers know they can always find spoonfuls of joy inside every box! But now if they find “Joy” inside from Disney•Pixar’s new movie Inside Out, they can win a trip to Pixar Animation Studios instantly! Authenticity is king in partnership marketing, and combining these two "Joys" made this promotion ring true with Disney•Pixar and Honey Bunches of Oats fans. Specially-marked boxes feature Joy, and the rest of the Inside Out emotions, graphically appearing to pop out of the top of an open box of HBO, drawing on-shelf attention to the promotion and reinforcing the “Find Joy Inside & Win” theme. The fun doesn’t stop on the box! An extension of the partnership invites Twitter users to tweet an emoji/emoticon showing their mood to @HBOats for a chance to win 4 movie tickets.

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