Rold Gold /The More Predictable Twist

Rold Gold — the more predictable twist

Challenge: While the Rold Gold brand awareness is high, people don't think enough about Rold Gold Pretzels when they think of snacks. Create a big brand idea targeting parents that is disruptive, fun, and can work with classic and flavored products.

Solution: Life is full of unexpected turns. In a world of unpredictability, we crave for comfort. When life deals a twist we never saw coming, we reach for Rold Gold—the more predictable twist.

print

Rold Gold print ad: when you plan for a new baby and end up with twins
Rold Gold print ad: when you find the source of the smell is you
Rold Gold print ad: when your boyfriend wants to try new things with someone else

OOH

Rold Gold airport ad: when your red eye flight gets delayed an hour every hour
Rold Gold street billboard: when 3 buses have already passed by going the wrong way
Rold Gold train station billboard: when the train says it's 10 mins away for 30 mins
Rold Gold subway car ad: when you wake up surprisingly well rested and late for work

IN STORE

Rold Gold in-store display: here in the snack aisle, like always
Rold Gold shelf banner in a supermarket snack aisle

social

Rold Gold animated Instagram story introducing Selects
Grid of Rold Gold Selects social posts

ACTIVATION

Rold Gold 'A Game of Twists' activation

credits

CW: Bonnie Davis & John Nichols
AD: Kaya Rivera & I!