Pretzels can be found in plenty of kitchen pantries or cabinets but they're usually shoved in the back. Not because people don’t like pretzels, but because people forgot what a great snack pretzels can be.

On social, when people posted about pretzels or snacking they received a response video featuring a swagger-filled spokeswoman stating the virtues of pretzels. It gave pretzels the attitude and confidence they deserve and reframed pretzels as anything but boring or easy to forget.

On social, when people posted about pretzels or snacking they received a response video featuring a swagger-filled spokeswoman stating the virtues of pretzels. It gave pretzels the attitude and confidence they deserve and reframed pretzels as anything but boring or easy to forget.

Within the first 3 weeks of the campaign positive percentage decreased by 4%, negative decreased by 3% and neutral increased by 7%.

Sentiment shifted dramatically - by week 3 of the campaign there was 85% positive sentiment in social chatter