The challenge? Resonate with teens while highlighting the snack’s unique selling point—its gooey insides. So, we showed up on a platform they love, with content they’d love because it looks like something they would have made themselves. The playful, bite-sized TikTok videos took off as soon as they were posted—boasting over 600K organic views in the first few hours of posting alone, and over ​12M views within a few weeks. The campaign was so successful that TikTok tapped us for our process so they could share as best practice to future brand partners.