 |
 |
 |
|
|
If and when you're a six year old boy who's constantly being scolded for marginally disgusting behavior, discovering a place where "Gross is good" is like a pint-sized nirvana. And if you discovered that the meals there turned kids' tongues green, you'd want one too. And 10 minutes after that, you would want a QueasyBake Cookerator! |
|
|
|
|
|
|
|
|
|
|
|
| Generate pre-holiday interest in the QueasyBake Cookerator, a new twist on the popular EasyBake Oven. |
|
Young boys, especially ages 4 - 7, who prefer things on the disgusting side, and relish the permission to be bad, especially around their parents. |
|
|
| |
|
|
|
|
|
|
|
|
|
|
When it came to the QueasyBake Cookerator, it was pretty clear that young boys would be drawn to it more for the "queasy" than the "bake," so we planned a guerilla campaign accordingly.
Setting up shop at zoos, museums, parks and toy stores, our "Queasy Chefs" encouraged young boys and their parents to try some food straight out of the QueasyBake Cookerator. Once the kids discovered that they - and even better, their parents - had green tongues, they were immediately drawn in. And since their tongues remained green for a while, the experience was in their mind (and not to mention their mouth), all day long.
And in case they forgot, the picture of them on the "Gross is Good" refrigerator magnet we handed out would help them remember just what they looked like with a green tongue. |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
| 10,000 kids were reached on a one-to-one basis, sparking a ton of interest and allowing Hasbro to reach its pre-Holiday sales goals. Most importantly, we convinced lots and lots of boys that cooking (which is generally for icky girls) was something they were interested in. |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
