Post had recently shifted their marketing strategy for Golden Crisp to target a secondary market of 18-24 year-old males. Knowing that Snoop Dogg’s weekly YouTube series, GGN, skews heavily toward their new target group, Cashmere saw an opportunity to integrate the brand’s mascot, Sugar Bear, into a comprehensive, integrated online marketing campaign.
Cashmere conceptualized product and brand integration into an episode of Snoop Dogg’s GGN. We leveraged our relationships with high-profile talent to feature international K-pop phenomenon PSY as a special guest on GGN, which garnered worldwide impressions. We then utilized Snoop’s social media to create a viral social campaign, and also wrapped an online sweepstakes around Golden Crisp for a chance to win exclusive prize packs.
Sugar Bear Case Study
Sugar Bear on GGN
Snoop Dogg and Sugar Bear on set
Sugar Bear Social Media Integration & Sweepstakes
Sugar Bear Production & Brand Integration on GGN