The Assignment: Research and evaluate the most desirable demographic for Pop Rocks; present a multi-faceted advertising campaign that speaks directly to the chosen audience. Campaign media components included OOH, social media, and a television commercial script.

The tagline "Edible Chaos" speaks to the audience and sets this candy a part from all others - it's the feeling you get the second the candy hits your tongue! This campaign targets adventurous, eager kids with big imaginations who are looking for fun and excitement in their everyday lives. Pop Rocks provides the explosive energy that these kids are looking for.

My role as the Copywriter for this 4-person group project allowed me to focus on the impact that taglines have on a campaign - words can make or break an ad campaign. It's imperative that the most impactful words are chosen to bring a "call to action" to the target audience.