GoGo squeeZ was on a mission to age up their popular line of applesauce pouches. Their surveys found that kids in GoGo’s target age bracket were ashamed of drinking the pouch in front of their friends because they thought of it as “too childish,” so they called on us to create a campaign that would help make the pouch cool.

We went on a nationwide star search for the coolest tweens we could find to create a :30s spot that would improve awareness among kids ages 6-12. We found an expert break dancer, a kick ass drummer with a heart of gold, and a sick skater girl who’d give Tony Hawk a run for his money. We also cast popular YouTube sensation Ben Azelart as the lead in the spot for the campaign due to his popularity and large online following among our key demo. (33.1M YouTube, 5.1M on Instagram, and 15.9M on TikTok)

RESULTS

After the campaign aired, 60% of kids ages 6-8 perceived the pouches to be cooler by 25% up from 40% and Kids ages 9-11 percieved the pouches to be cooler by 29%. Overall negative perception about the pouches decreased among the key demo by 18%.