We found artists and paired each with a form that we believed would best compliment their style. For instance, for Gummies we chose an artist whose simple black-and-white cell animation would allow the colorful, appealing gummies to shine through. We worked with the artists but took a hands-off approach, allowing the artists' talent and imagination to be the star. This approach fit with brand's grassroots origin. Airborne's early success was built on word of mouth. These intrinsic, crafted origins are still very much part of the brand's identity today. The creative result fit perfectly in the sharing culture of Facebook.

We reached 31 million users in just one week. That's the equivalent of half of our core target that tuned into the SuperBowl - at about 5% of the cost. We saw three-quarters of a million interactions, with a click-through rate that was 7 times our average. Over half a million users tried Airborne Gummies for the first time, taking the product from zero to 18% of the Airborne portfolio in just 6 months. Gummies is now Airborne's fastest-growing product, with a 42% rate of repeated purchase.