Munchies Returns: Nostalgic Activations Ignite Canadian Memories

Exciting Activations in Toronto

The first activation, “The Living Room,” is an immersive experience located in downtown Toronto that will serve as a time machine. This retro-designed space offers visitors the chance to enjoy Munchies in an environment that evokes cherished memories. The activation will be available from September 17 to 21. Additionally, a statue of the brand's three classic characters has been installed at Canoe Landing Park and will remain there until September 20.

Successful Outdoor Advertising Strategies

The success of these activations is supported by a national campaign that includes influencer content, social media ads, DOOH, and TV advertising. The collaboration of various agencies, such as OMD for paid media and Edelman for influencer management, has been key to the marketing strategy. This highlights the importance of well-executed outdoor advertising that uses diverse channels to reach a broad audience.

Creating Emotional Connections

Jess Spaulding, CMO of PepsiCo Canada, states that the goal of these activations is to “spark curiosity and transport consumers to places where connections with loved ones are made.” This approach resonates particularly in a context where consumers seek experiences that go beyond mere products.

The team relied more on listening exercises than hard data to shape the narrative around the activations. Nostalgia becomes the connective tissue that allows Munchies to engage with Canadians in 2024 and beyond. The brand aims to not only recapture consumers who grew up with it but also to attract the attention of new generations.

A Product That Transcends Generations

PepsiCo's strategy to present Munchies as an iconic Canadian brand is crucial. The product range includes six permanent flavors, two of which nod to the original Hostess versions, such as Tangy Ketchup and Old School BBQ. Distribution will occur at local retailers, focusing on packaging that features the classic retro Munchies characters.

Conclusion

Munchies' outdoor advertising campaigns illustrate how brands can use nostalgia to create meaningful connections with consumers. The combination of billboards, DOOH, and a focus on the brand has proven to be an effective strategy for reviving interest in classic products. In doing so, PepsiCo is not only reintroducing a product but also rekindling memories and emotions in the hearts of Canadians, highlighting the impact that outdoor advertising can have on brand perception.

If you are looking for examples of Outdoor advertising companies or advertising companies near me, be sure to explore how these strategies can be applied to your marketing needs.