Launching Low-Carb

A satisfying crunch with almost no carbs? Sign me up!

Whisps was hitting the shelves nationwide as a new low-carb snack made from one magical ingredient, cheese.

With the Super Bowl just weeks away, we had to break through a blitz of snack ads, with limited time + budget.

This meant crafting + executing a single TV spot AND full creative social/media campaign to support the national launch all in a matter of days.

With a strategic insight centered around low-guilt indulgence, we set out to seize attention amidst tent-pole social events, like the Super Bowl, Grammy’s + Oscars.

Doubling Down On Guilt

Whisps defined their target as women / moms 25-54 who care about nutrition but also over-index on snacking. This audience tends to avoid carbs, so our snack was positioned as a one-carb, one ingredient, zero guilt snack.

By leveraging our mom-audience search data, we noticed huge upticks in searches related to “diet” in the days after these large social-gathering events in pop culture, all of which happen to be big-time binge-eating holidays.

This seemed like our best opportunity to serve up the Whisps zero-guilt message to massive audiences for a fraction of the cost, post-event, when our audience was looking to atone for indulging.

Social Satisfaction

With our guilt-free angle, these mom’s had to find something else to feel guilty about, and the social campaign to support the tv spot focused on those other “guilty-not-guilty” moments in modern culture.

We blitzed the social sphere with funny, relatable, meme-like content designed to spike brand awareness, prompt sharing, and drive them to buy and try Whisps.

Using a programmatic video approach coupled with a custom PMP, we were able to reach our audience on lifestyle and celebrity gossip sites like BuzzFeed + Mashable, where we knew they’d be the day after our tentpole events.

We then re-targeted those who engaged with our ads with messaging that reiterated all the reasons to buy.

Ads were Geo-targeted within three miles of store locations, to maximize ROI.

Meme Machine

With the strong reaction from our meme-loving-moms, I wanted to throw a little more fuel on the fire, and I nudged Whisps to the edge of their seat by convincing them to let us create a one-of-a-kind twitter Meme Bot.

Users would simply tweet @ the CelloWhispsBot and get their words sent back to them as a Whisps-Mom meme.