We launched a revolution that created a following with teens. We launched “Be proud of your wiener” (Tiens Ton Boute, in French). A ballsy, heroic and epic statement that had many meanings, one of which was “POGOs (wieners) are cool and something you should be proud to have.” The revolution included a highly desirable T-shirt design, OOH propaganda, a day-long event, TV, network takeovers, an addictive viral game and more.

• 3 times increase in brand awareness.• 16% increase in brand popularity.• 26% increase in POGO consumption.• Hits to the site exceeded expectations.• The campaign and event was picked up by the mainstream media.• OOH tear posters were gone in days.• Lines formed outside retailers who had the Blue Fist T-shirts.• The client wanted to roll the campaign out to the rest of the country.