Oh Henry! Level Up
From protein bars to sports drinks, there are tons of “performance” products that promise they’ll make you run faster, jump higher, and be a better athlete. Let’s face it - they’re mostly BS.
We saw an opportunity for Oh Henry! to introduce a brand new bar that could actually deliver on the promise of performance…in a video game.
Introducing the Level Up bar. Inside every wrapper, gamers could find a code for a free in-game boost in NBA2K21, literally helping them play better.
AWARDS:
MIAs (Media Innovation Awards) - GOLD - Best Disruption
MIAs (Media Innovation Awards) - GOLD - Best Launch/Relaunch
MIAs (Media Innovation Awards) - SILVER - Best In Consumer Engagement
MIAs (Media Innovation Awards) - SILVER - Best in Social Media