What made the brand unique from a marketing perspective was the iconic, animated Airborne Guy.
Once simply a placeholder, we transformed him into a character who took on a life of his own; complimenting the brand and becoming the star of his own incredibly popular social-based promotions. Targeting moms, who spend an average of 7 hrs a week with casual gaming, Airborne Guy led a virtual round the world Vacation Getaway, hosted a Spin to Win and Fill in the Blanks games, and featured a Countdown to Spring app.
This unique and engaging content served as sampling and coupon magnets, incentivized sharing, and served as perfect vehicles for new product launches and national sampling tours. The success of the brand led to its corporate sale twice in the space of one year.