It’s not everyday the assignment is to kill an internet meme. And no easy task. Last year there was a different kind of “challenge” going around. A dangerous one - the Tide Pod Challenge. With a deep understanding of the teenage audience spreading it, we knew we had to take a different (and unexpected) tact. Humor.

We collaborated with Rob Gronkowski and changed the conversation from “eating pods is funny” to “it’s so stupid even Gronk wouldn’t do it.” We saved teens and saved the brand.