Category: Brand engagement, Experiential, Sampling Program, Influencer Program
Objective: To promote the new package design, General Mills wanted to re-introduce Cinnamon Toast Crunch to the LatinX market with a sampling program that invited them into the swirl.
Solution: We created the multisensory “Cinnaverse”, an epic, hands-on taste adventure all about Cinnamon Toast Crunch. The experience, targeted to LatinX tweens, allowed attendees to pass through a Cinna-vortex, surf a cinnamon wave and tour the Cinnamoji hall of fame—all while biting into original Cinnamon Toast Crunch creations.
Results:
16 Days
3 Locations
13,000+ Guests
22,000+ Samples
144,000+ Total Impressions
180% to goal attendance
+38 points in purchase intent
Awards:
Event Marketer IT List Top 100
Cinnamon Toast Crunch “Cinnaverse”
Experience Design & Technology Awards
Best Permanent or Pop-Up Retail Experience