The Work That Was revisits the stories that made the strategy newsroom laugh, think twice or do a double take this week, rounding up campaigns, strategies and industry moments that shaped the marketing landscape.

Hostess gears falling goat toward Gen Z

In a break from the mould of a traditional snack marketing, Hostess developed a longer-form video treatment that sent a goat puppet into the heavens in an effort to win the hearts of young snackers.

Promoting the debut of its Craze line of pastries and cakes, the CPG teamed up with Cossette to create a stunt in which its G.O.A.T. – “greatest of all tasters” – jumped out of an airplane from 14,000 feet and stuck the landing after fuelling up on the new sweets. The agency then cut the footage into a three-minute cinematic film to amp up the absurdity and deliver a Hollywood-inspired experience.

Hostess said it was looking to tap into younger demographics that are increasingly filtering out traditional advertising and opting to watch content that delivers the same level of fun and excitement as the viral videos they scroll on social feeds.

Image courtesy of Hostess 

Vector repositions as late-night fuel for athletes

Kellogg’s Canada is looking to expand usage occasions for its high-protein Vector brand with a new campaign that targets those who play their sports after dark.

Spots for the “Night Leaguers” campaign capture recreational athletes heading out after dark with using authentic doorbell-camera footage. The rest of the neighbourhood is settling in for bed, but these players are dedicated to their game and use Vector to fuel up and lock in for the match.

Kellogg’s is also driving awareness by offering a complimentary box of Vector to those who submit doorbell-camera footage to the campaign’s site and will be activating pop-ups featuring free samples at late-night Jam Sports games around Toronto in the coming weeks.

Petro-Canada debuts the Ice Pump

Looking for a new way to interact with summer travellers, the Canadian fuel station rolled out a different type of pump that dishes out just the right amount of ice for coolers.

The innovation was developed by McCaan Canada and installed in the heart of Ontario’s cottage country in Bradford to serve as a souped-up pit stop for those looking to keep their getaway provisions in check. The agency even developed a “Cooler Calculator” app so consumers can make sure they have the perfect amount of ice for their travels, down to the exact number of cubes.

The Ice Pump shows how a uniquely Canadian ritual can be used to innovate how brands connect with its consumers in a fun and memorable way.

– Additional images courtesy of Kellogg’s Canada and Petro-Canada