Pillsbury

What they asked us to do ...

The Pillsbury® Doughboy is one of the most recognized and beloved food icons of all time, so when his 40th birthday rolled around, it called for a big celebration.
 

What we did ...

Cohn & Wolfe and The J.M. Smucker Company threw the Doughboy a huge birthday bash in Times Square and then sent him on a 40th Birthday Taste Tour across the nation to spread birthday cheer – including delicious samples of his baked goods – and his contagious giggles.  To further commemorate the occasion, The J.M. Smucker Company made a $100,000 donation to Boys & Girls Clubs of America, which was announced via a Doughboy e-birthday greeting card to promote and drive consumers to www.pillsburybaking.com.
 

Our results ...

The launch event attracted more than 1,300 people and reached 38 million via national coverage. On the road, we secured nine morning show appearances for the Doughboy and generated 50 broadcast, print and online placements in the ten tour markets. The mobile tour traveled more than 30,000 miles, generated 6.2 million vehicle impressions and distributed 141,000 samples.