People are unsubscribing from hustle culture, so we have to meet them where they are — in the things they’re already passionate about and the things they love doing every day. And, everyone has different passions, but why not lean into that? No matter how different the things people love and take part in may be, we can all agree on the simple satisfaction of snacking on Rold Gold Pretzels.
So Rold Gold is tapping into consumers’ passions where those differences are most evident, Fandoms.
With 47% of fans agreeing the primary emotion associated with their fandom is excitement and 44% claiming they are more likely to buy products with IP-branded tie-ins, fandoms are driving consumer purchase decisions.
Rold Gold has the brand recognition, but the sales are not translating. They’ll meet fans in stores to show them how this salty snack brings different groups together.
Using a variety of fandoms from word-wide names to super niche groups, everyone will feel the recognition from Rold Gold.
Rold Gold will Bring the campaign to life with real fans at Comic-Con and Fan Con.
Complete with a Rold Gold Fan photo op, the activation will use actual fans in costume at the festival to create live versions of the ads.
fans can also access the Live drop of exclusive Merch from Rold Gold and their fan artist partners.
Fan artists are influencers within their fandom communities. Rold Gold will partner with prominent fan artists across fandoms and pair them up in unexpected ways to create unique merch that represents their two fandoms using their unique styles. They’ll document the whole thing on social so fans can follow along.
At the booth, fans can enter to Win a VIP (Very Important Pretzel) pass giving them access to special viewing areas for “Rold Gold Fans” at panels and live events during the convention.
to launch Rold Gold’s three New Selects Flavors — Dill Pickle, Garlic Parmesan, and Cool Ranch — Rold Gold will take on a whole new type of fandom, flavor fandoms.
Rold Gold will show up at festivals dedicated to foods that connect with their new Select flavors such as Picklesburgh, the San Gennaro Italian Festival, and the Buffalo Wing Festival.
At the booths, Rold Gold will offer fans a taste of Selects and show them how to perfectly pair the flavors with foods they already love.
To spice up the selects drop rold gold will also create new fandom and flavor fandom based print and ooh ads.
Co-Copywriter: The Brilliant Demi Anastasiou
Art Director: The Incredible Jessica Tenenbaum