Combos. Contain the cheese.

  • The following is a campaign done in class for Combos.  The objective was to come up with a way to distinguish Combos from other snacks in a positive way.  The main idea for this campaign is centered around the fact that since the cheese and flavor of the snack is packed into the inside of it, you don't lose any of it on your hands.  Oftentimes the cheesy residue that is left on your hands after eating a snack is celebrated.  We wanted to challenge that notion and suggest that when your hands aren't covered in cheese, you keep the flavor of the snack in your mouth, rather than on you or your surroundings.  The target audience is men, ages 18-35.  We deduced that this audience has enough lame or 'cheesy' situations happening in their life, so they have no need to add to this 'cheesiness' with the residue that other snacks may leave behind. 
  • "That cheesy pick-up line didn't work either."
    "Don't let your cheesiness get out of line. Combos have all the flavor without the mess. Keep the cheese in your mouth, where it belongs."
    Combos.  Contain the cheese.
  • "The name "Yorkie-poo" is cheesy enough."
    "Don't let the cheesiness spread to the rest of your life. Combos are full of flavor that doesn't make a mess. Keep the cheese in your mouth, where it belongs."
    Combos. Contain the cheese.
  • "It's supposed to be a different kind of cheesy."
    "Don't make it worse with the wrong kind of cheese. Combos are full of flavor without all the mess. Keep the cheese in your mouth, where it belongs."
    Combos. Contain the cheese.
  • The following is a 30 second TV spot for Combos.  The story is of a guy going to meet his girlfriend's parents for the first time.  He ends up not being prepared for the meeting thanks to the snack he had in the car on the way there.
  • In addition to a print campaign and a TV spot, we also wanted an outdoor campaign that would then lead into social media.  While thinking about cheesy situations, we thought about experiences that people have when dating.  Pick-up lines are notoriously cheesy and are commonly known throughout our target audience.  Our idea for social media involves putting common pick-up lines near bus stops and subways in large cities.  In order to get consumers involved, we would also develop social media pages centered around the Contain the Cheese campaign.  Consumers could upload photos of situations, add their own pick-up line suggestions, and join Twitter conversations around the trending topic #ContaintheCheese regarding people's comical situations.