What could possibly be more suited to sell tropical-flavored candy than the life/death gravitas of Arctic exploration?

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Outdoor

Outdoor

Then, we extended this campaign to Instagram sliders as well, using the same sort of dramatic misdirection.

Remember how Todd almost got cannabilized in that first print ad? Well he’s still alive! In fact, Instagram follows Todd’s epic journey.

Another way participants can be introduced to the campaign is through Todd’s individual account, as he journals each day of his arctic mission on Instagram.

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