JELL-O '101' Social
The JELL-O "101" campaign set out to reposition its product: from 'grandma's JELL-O mold to an imaginative, fun, snackable activity for families and kids. Social media played an important roll in introducing JELL-O to a new generation of moms and dads. My partner and I took the helm of JELL-O social shortly after the 101 campaign was created, and owned it for a year and a half. Here are some of the highlights.
June 26, 2015 10:00 a.m. EST
The U.S. Supreme Court declares same-sex marriage legal in all 50 states.
10:05 a.m.
A seemingly outdated, 118-year-old brand was one of the first to declare its support.
Results:
More than 81.1 million earned media impressions
Mentions on Ad Age, Ad Week, BuzzFeed, Mashable, US Weekly and Washington Post.
Top performing JELL-O post of all time.
AD: JB Becker
CD: Sarah Block
Post Copy:
You and the kids already made Time Travel Potion, but you made it tomorrow. It will be/has already been fun. If this is confusing, don’t panic. Moving through time unconventionally is a doozy. All you have to do is mix together some Strawberry JELL-O Gelatin and orange juice. If you wake up and it’s yesterday, you probably already repinned this. But why not pin it anyway, just in case you already don’t remember tomorrow. Capeesh?
Italian Salad Flavored JELL-O?
We looked in the JELL-O archives and sourced the biggest car wreck of a recipe we could find. Convincing our client to post this disaster was one of my greatest personal successes on the account. In all seriousness, I love a brand unafraid to poke a little fun at itself. .
