2019 Brand Relaunch + Integrated Commerce
Better Homes & Gardens
2019 Best Design, Global (Mondelez Internal Awards)
VP/CD: Julie Clark
ACD: Amy Creyer
Sr. Art Director: Jessica Wuller
Sr. Copywriter: Alyson Capolarello
How could we celebrate the 50th birthday of America’s nuttiest cookie with longtime fans and relaunch the brand for a younger generation? Gen Z is nostalgic for bygone eras that they never lived, while our Boomer fans couldn’t wait to relive their nuttiest moments from the past 50 years.
How could we bring the two generations together, and bring them back in time?
We designed time-traveling cookie packs that promoted a contest offering winners a literal “trip back in time.” Each of the six grand prize trips whisked winner to the center of culture for the corresponding decade, starting with Woodstock, NY for 1969. Obviously.
And to help brand fans make new nutty memories, we enlisted the Internet’s nuttiest influencer Johnny Cupcakes to host birthday bashes at 7-Eleven flagships across America.
:15 “Nutty Styles Change”
:15 “Nutty Birthdays”
:15 “Born in 1969”
:06 “Twitter Time Warp”
:06 “1969 Nutty Psychedelia”
:06 “Tap-to-Pause Portraits”
Organic Social Content
50th Birthday Party @ 7-ElevenNutter Butter x Johnny Cupcakes T-Shirt Drop
June 12, 2019
To take our birthday bash to the next level we collaborated with Johnny Cupcakes, one of the internet’s favorite t-shirt designers, to craft a limited-edition shirt collection inspired by our six throwback birthday photos.
The world’s biggest convenience store, 7-Eleven, opened its doors to host the nutty birthday festivities in the heart of New York City! And when you’re 7-Eleven, forget boring birthday cakes––we turned the traditional coffee-and-donuts run on its head with a nutty twist, launching Nutter Butter Long John donuts and a Nutty Cappucino!