Cannes Lions

PILLSBURY DOUGH PRODUCTS

PUBLICIS DIALOG, New York / GENERAL MILLS / 2006

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The idea of giving the users control over such an iconic brand-mascot, and his "hot" dance moves, turned out to be the right device to promote "Add a Little Love", a new section of the Pillsbury Web site.A google search on "Dancing Doughboy" shows how successful this viral component was.

Talked and written about in the news, blogs and forums, this initiative combines friendly humour with transparent technology that results in pass-along value and undeniable brand exposure.

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