CLIENT
General Mills
Kristin Atherton, Brand Experience Director
Jamie Bastian, Corporate Communications Manager
Kayla Emerson, Brand Experience Sr. Planner
George Fiddler, Brand Experience Manager
Anne Hartwell, Brand Experience Sr. Planner
Shannon Heine, Brand Experience Manager
Emilie Knox, Business Unit Director, U.S. Retail Snacks Operating Unit
Katrina Oyanagi, Brand Experience Sr. Planner
Kaylee Pohlmeyer, Brand Experience Manager
Rebecca Thompson, Director, C&F MarketingKate Erikson, Brand Manager
Rachel Lewis, Associate Brand Manager
Erica Johnston, Sr. Brand Manager
AGENCY
Kristin Atherton, Brand Experience Director
Jamie Bastian, Corporate Communications Manager
Kayla Emerson, Brand Experience Sr. Planner
George Fiddler, Brand Experience Manager
Anne Hartwell, Brand Experience Sr. Planner
Shannon Heine, Brand Experience Manager
Emilie Knox, Business Unit Director, U.S. Retail Snacks Operating Unit
Katrina Oyanagi, Brand Experience Sr. Planner
Kaylee Pohlmeyer, Brand Experience Manager
Rebecca Thompson, Director, C&F MarketingKate Erikson, Brand Manager
Rachel Lewis, Associate Brand Manager
Erica Johnston, Sr. Brand Manager
The Social Lights
Ketchum
MarisaBreese, Account Supervisor
Brooke Brandenborg, Vice President
The Mint
John Meilner, Studio Designer
Tess Nyberg, Group Creative Director
Matt Pruett, Group Creative Director
Emma Erdman, Account Supervisor
Lindsey McKee, Art Director
Freddie Richards, SVP, Head of Integrated Production
SUMMARY
From lunchroom gold to a mere childhood memory, by 2020 Dunkaroos existed only in listicle articles quizzing readers on 90’s fads. But today’s growing 90’s trend called for a comeback.
Tapping into the 90’s nostalgia, Dunkaroos transported consumers back in time and catapulted the brand into culture today – all with zero paid media and a budget of less than $500,000.
The launch resulted in Dunkaroos generating 2 billion earned impressions; expanding into a limited-edition merch line; impossible-to-fulfill consumer demand; and over 500% greater dollar sales vs. plan.
