We asked young people to upload their favourite skiing and snowboarding failure videos and stories to Facebook, YouTube and action sports powerhouse, Fry Flyt. With tons of videos pouring in, we asked people to vote on the best to be used as the basis for our “Don’t [blank} When Your Stomach is Empty” campaign.

We also paired with Fry Flyt to become part of their ski movie showings at their skiing and snowboarding competitions. In addition to product sampling, the 10 best “Don’t [blank] When Your Stomach is Empty” movies were shown as part of each movie showing and continued the push to upload the best videos of failure to Maarud’s Facebook and YouTube websites and brand home page.

We knew that we had hit our mark when we saw a 60 percent jump in brand awareness and a 50 percent brand trial among our target audience within a few weeks of the launch. 300 videos were uploaded to Maarud’s pages and over 12,000 people casted their vote for the best failure video. Maarud wanted to sell 350,000 packs of crisps and ended up selling over 500,000. We earned a 10 percent global market share immediately following the campaign, and we learned that young adults can’t blame their empty stomachs anymore when they bail on the slopes.