TOXIC WASTE
CAN A SMALL BRAND TAKE OVER A CITY USING LESS THAN $150K?
MEET TOXIC WASTE.
Known for their fun characters and iconic yellow barrel, the challenger sour candy brand follows the life of “Professor Sauernoggin” on his journey to turn “toxic waste” into “extremely sour candy.” While it’s actually not extremely sour, the brand is known for it — and is often dodged by casual candy eaters who left it in their childhood.
We helped them reach thousands by taking over an iconic, Toxic Waste green weekend: St. Patrick’s Day in Chicago.
THE CHALLENGE.
Surveys showed people remembered the branding, not the product. Toxic Waste needed a cheap hack to re-inject themselves into culture while getting candy in mouths.
THE TENSION.
People think they don’t like “toxicity.” But whether its online or IRL, it’s proven that everyone loves to dance with toxic. And we had dozens of true stories to prove it. (Teaser!)
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.
THE INSIGHT.
People don’t want to cancel toxicity, they want to circulate it.
STRATEGY: TURN “TOXIC TEA” INTO TOXIC WASTE
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 for Professor Sauernoggin to help Chicagoans turn toxic people into Toxic Waste.
Phase 2: The Spill
Hazmat men reappear to “clean the river!” Toxic Green footsteps lead from the river to billboards spilling “toxic tea” 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)