It’s Morning Somewhere allowed us to grab new territory in the category: mornings around the globe. We launched by building the World’s Largest Cuckoo Clock on Hollywood Boulevard. For 24 hours, one comedian emerged hourly, dressed from a place where it was actually morning, announcing ‘It’s 3pm here, but it’s morning in China!’ Sampling booths let consumers take photos of themselves in a foreign morning.We created packaging with Quick Response Codes, and digital ads, that take you to videos of places where it is actually morning when you look. A television spot told the story of a man’s taste-driven quest to reach morning.

Clients embraced It's Morning Somewhere as an internal rallying cry. The tagline broke records in consumer testing. The Cuckoo Clock event trended on Twitter and earned over 176 million earned media impressions. Over 154,000 people live-streamed the event. Facebook friends increased 2,500% during the weekend of the Cuckoo Clock. The cereal box QR codes created a stir in supermarket aisles. All of this led Crunchy Nut to capture .9% of the US cereal market in only its first month.