Cinnabon, Work Overview

Overview

The Goal

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 Strategy

The Strategy

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

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

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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