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copywriter
KRAFT MAC AND CHEESE
comeback cups
the ask
develop an experience that convinces gamers that the big cup
is the ultimate gaming snack
the insight
gamers often lose track of time, causing them to skip meals
and experience "gamer fatigue" that impacts their performance
art direction
jocelyn jimenez
reagan miller
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copywriting
reagan miller
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november 2024
partnership with xbox
once located, the character and the gamer get a boost
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characters receive game-specific rewards, while gamers are sent a big cup straight to their door through their microsoft store account
kraft will partner with top games on xbox, adding a performance meter to track gameplay
if performance slips, kraft will plant a big cup in the game
gamers can enter comeback mode when the cup arrives, letting them pause to enjoy their comeback cup with no penalties in the game​
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#comebackcups
these close calls will be captured by xbox, giving gamers the chance to be featured on kraft socials
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