Skip to main content
dentsu Logo

Global (English)

Dentsu Group ( English | 日本語 )

Language Menu

  • Africa (English)
  • Asia Pacific (English)
  • Australia (English)
  • Austria (Deutsch)
  • Benelux (Nederland | English )
  • Brazil (English | Portuguese )
  • Canada (Français | English )
  • China (中文 | English )
  • Denmark (Dansk)
  • Finland (Suomi)
  • France (Français)
  • Germany (Deutsch)
  • Greece (English)
  • Hungary (Hungarian | English )
  • India (English)
  • Indonesia (English)
  • Ireland (English)
  • Israel (English)
  • Italy (Italiano)
  • Japan (English | 日本語 )
  • MENA (English)
  • New Zealand (English)
  • Norway (Norsk)
  • Poland (Polski)
  • Southeast Europe (English)
  • Spain (Spanish)
  • Switzerland (English)
  • Sweden (English)
  • Taiwan (中文 | English )
  • Turkey (Türkçe)
  • UK (English)
  • USA (English)

Main Menu

  • Home
  • Who we are
    • dentsu Taiwan
    • Our agencies
    • Sustainability
    • Our leadership
  • Our work
  • Our thinking
    • Our latest thinking
    • Intelligent Decision
  • News
  • Careers
  • Contact us

dentsumcgarrybowen: Oscar Mayer

Bacoin

dentsumcgarrybowen Logo
Oscar Mayer logo

0

first week total earned impressions

0

first week pageviews

0

first week registrations

Challenge

Within the bacon category, Oscar Mayer is the clear leader with the #1 share of equity. Oscar Mayer is the gold standard of bacon because it’s hand-selected, naturally sugar cured and hardwood smoked.

But copycats and imitators abound, stealing share because even bad bacon is still pretty good. This furthers the overriding category sentiment that bacon is bacon is bacon. Oscar Mayer needed to demonstrate their bacon’s superiority on an emotional, instinctual level. This was not a battle of the head, to be fought with functional benefits, but a battle of the heart to be won with an unconventional appeal.

dentsumcgarrybowen uncovered a tension in the category: people may love all bacon, but not all bacon is created equal. This tension led to a clear opportunity: show once and for all, and in an unforgettable way, that Oscar Mayer Bacon is the true gold standard

Solution

The objective was to show the world that Oscar Mayer Bacon is the true gold standard of bacon. To achieve that, dentsumcgarrybowen leveraged a cultural moment beyond the bacon category, even beyond the food industry.


With all the heat around cryptocurrencies, dentsumcgarrybowen saw an opportunity to create a cryptocurrency backed by the only bacon worth its weight in gold. To drive consumer engagement connecting Oscar Mayer Bacon to bitcoin, dentsumcgarrybowen needed to tap into not just bacon lovers but financial media and cryptocurrency fanatics.


dentsumcgarrybowen created a dual PR and social program that leveraged a mobile-first microsite, relevant digital channels and media outreach to effectively reach these targets. By tapping into these highly engaged communities, dentsumcgarrybowen were able to target top-tier influencers and users engaged in bitcoin and technology conversations. Drafting off the fervour of these audiences, dentsumcgarrybowen were able to take the message mainstream.

Result

First Week Results
865m+ total earned impressions.
Over 130,000 pageviews.
Over 20,000 registrations.
New Visitors: 86%.
Time Spent on-site: 2:42.

Press Coverage
102 online articles.
91 media social posts.
5 broadcast clips.
96% of online articles have positive/neutral sentiment.

dentsumcgarrybowen

dentsumcgarrybowen is a global creative agency delivering idea-led brand transformation at scale. This new entity brings together Dentsu and mcgarrybowen to form a world-class creative powerhouse that now spans 33 locations in 24 markets. dentsumcgarrybowen delivers creative expertise and innovative global solutions for clients, applying big platform thinking to bring ideas to life and deliver world-class creative solutions to meet consumer touchpoints and work across geographies, cultures, and channels. It gives us great pride to work with the world’s most iconic companies, including Ajinomoto, American Express, Asahi Breweries, Canon, Disney, Hershey, Kao, Marriott, Shiseido, Subway, The Coca-Cola Company, Toyota, and United Airlines.

Find out more

Deliver the World Cup to Your Home

foodpanda Taiwan, the first time to collaborate with the worldwide top sports brand, adidas, to create omnichannel experiences. This collaboration with adidas leveraged the topic's relevancy and...

Read more

Hot Times Together

Pizza Hut spreads “Love & Peace” with pizza, so that Gen Z can have a beautiful world back.

Read more

TOWNACE Cultural Renaissance Trilogy

With a "New Local" mindset, TOYOTA carries the gradually disappearing Taiwan traditional opera into the lives of the public. 

Read more

The Zero Offense Pizza 

Ring of April Fools’ Rounded Up Million Fans 

Read more

Policies

  • Privacy notices
  • Terms and Conditions
  • Cookies Policy
  • Anti-Bribery
  • Code Of Conduct

Contact

Connect

  • Visit us on Facebook
  • Visit us on LinkedIn
  • Visit us on YouTube

Notwithstanding any actions or statements by the Dentsu Group globally or outside the U.S., it will continue to abide by all applicable laws and regulations in the U.S.

Any statements or actions that purport to relate to the Dentsu Group and are inconsistent with U.S. law or guidance should be interpreted as, and deemed, not applicable to the U.S.