The Goal

Cinnabon - The Goal
  • Launch Cookie BonBite
    further exemplify that Cinnabon is the leader in the baked goods category, showcasing Cookie BonBite as one of the most mouthwatering innovations thus far
  • POSITION CINNABON
    as a brand that spreads the warmth via groundbreaking innovation
  • SECURE NATIONAL AND LOCAL MEDIA
    in order to build buzz around the launch
  • DRIVE TRAFFIC AND SALES
    to Cinnabon bakeries nationwide

The Plan

Cinnabon - The Plan
  • SPOTLIGHT
    the new and delicious in-bakery innovation
  • HIGHJACK
    National Cookie Day and make it our own
  • CREATE
    a memorable splash with virtually zero PR/Marketing spend

The Execution

Cinnabon - The Execution
  • GIVE AN EXCLUSIVE FIRST TASTE
    to national broadcast and digital media, by sending personalized cookie jars filled with Cookie BonBites
  • SPREAD THE HOLIDAY CHEER
    at NYC’s Rockefeller Center Christmas tree through guerrilla sampling, and build buzz amongst consumers prior to launch
  • CONDUCT WIDESPREAD, YET TARGETED MEDIA OUTREACH
    both nationally and locally to food, lifestyle, trade publications and more

The Results

Exceeded 800 million

earned impressions

SECURED 300+

unique placements

DROVE IN-STORE SALES AND FOOT TRAFFIC

The Cookie BonBite was sold out of most bakeries in only two days

WON THE GOLD PR BULLDOG AWARD

for Best Consumer Product Launch

FINALIST FOR GOLD SABRE AWARD

Best Consumer Product Launch

Cinnabon - The Results

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