The idea is to focus on the differences vs. the competitors. While other chips always have the same shape, the uniqueness of Fonzies is that each Fonzies is different: one is always a little shorter, a little longer than another. Therefore Mondelez launches the contest Fonzies XXL: who’s got the longest one? A OLV and a TV commercial played on double meaning to invite young people to find the longest Fonzies in the pack, to measure it, to take a picture of it and upload it on the website. The final prize for those who found the longest Fonzies was a long weekend.

The campaign has had a huge success in engagement: The on line video reached over 800 thousand views on YouTube in three days. In less than a month the campaign has reached more than 12 million people on Facebook. According to a research by People, the Research Partner, the TV commercial resulted to be the 3rd most involving TV commercial of 2013 in Italy thanks for word of mouth.