toxic wASTE
CAN A SMALL BRAND TAKE OVER A CITY USING LESS THAN $150K?
Known for their fun characters and iconic yellow barrel, the challenger sour candy brand mirrors the life of “Professor Sauernoggin” on his journey to turn “toxic waste” into “extremely sour candy.” We helped them take over the iconic Chicago Green River using less than $150K.
Meet TOXIC WASTE
THE CHALLENGE.
Connecting with casual candy enthusiasts. Everyday people who like trying crazy and fun things like sour candy.
THE tension.
Almost everyone has a relationship with toxic:
Toxic Relationships: 350MIL + videos about cheating and toxic partners
Toxic Workplaces: 62% people quiet quitting their jobs/disengaging at work toxic workplace
Toxic Advice: Unhinged TikTok trends from weight loss hacks to therapy cop-outs.
On top of that, 77% of depressed or anxious people already admit to unhealthy coping mechanisms.
THE INSIGHT.
strategy: TOXIC WASTE TURNS SOUR INTO POWER
Invited or not, people let toxic ooze into their lives without knowing what to do with it.
IDEA: OPERATION “WE SPILLED IT”
Phase 1: mysterious hazmat guys create online buzz
qr code gives chicagoans what they need: a way to shade someone toxic
QR CODES start a text chain
PROFESSOR SAUERNOGGIN HELPS CHICAGOANS TURN TOXIC PEOPLE INTO a hazardously sour CANDY OF THEIR CHOICE.
phase 2: The spill
from the green chicago river to the billboards around town, Toxic waste is everywhere.
toxic waste admits to the big spill.
phase 3: spill managed
professor sauernoggin confirms waste has been managed and Chicagoans can pick up their “toxic people turned sour candy
Hazmat footsteps and digital coupons lead to toxic waste hubs
Team: Rachel Talley (CBM), Carson Brooks (CW), Sara Cole (XD), Laurel Holsinger (AD)