To build brand awareness and affinity for 'New Brisk' and bridge the gap in offline communications between a Superbowl spot and the seasonal flight of TV spots, an interactive campaign was developed to deliver the 'new and improved taste' message to young males, 18-24. Using a rich media email, as well as a url tagged to the end of the TV spot, users were driven to the Brisk website. Once users had arrived they find the site has been hacked by a Burgess Meredith puppet who instructs them to click through to www.puppetsagainstbrisk.com. The PAB site is designed to appear as a grassroots effort by the angry puppets to enlist support for the puppet movement to win back their jobs as spokespuppets for Brisk. The site includes: the 60 second TV spot aired during the Superbowl to 'see how it all started', 'when puppets strike back', a three-art 'mockumentary' of the puppet's efforts featuring cameos by Al Roker, Pat O'Brien and the puppet versions of Danny DeVito, James Brown; a poll to vote on whether or not to rehire the puppets which enters you into a chance to win a puppet of yourself; downloadable desktop puppet propaganda and printable posters; and a forwarding function to facilitate emailing to a friend.