BREATHABLE BACON
Face masks. Science has proven they help slow the spread of COVID-19, yet many Americans still refuse to wear one for a multitude of reasons (yep – even mind control).
That’s why we developed BLACK LABEL Breathable Bacon. Not just another face mask, BLACK LABEL Breathable Bacon is a bacon-scented, 2-ply, multi-fiber cloth designed to keep unwanted particles out and heavenly aromas in. Because if there’s one thing that can unite Americans on the face mask front, it’s our love of bacon.
Recognition:
Best of PR, 3 Gold, 3 Silver & 1 Bronze at MN Adfed's The Show
2 Gold, 1 Silver at ADDY Districts
2 Gold at ADDY Nationals
2 Gold at The FAB Awards
1 Shortlist at New York Festivals Advertising Awards
1 Shortlist at The One Show
4 Shortlists at The ADC Awards
Agency: BBDO Minneapolis / Executive Creative Director: Tim Mattimore / Creative Directors: Nathalia Resende + David Mackereth / Art Directors: Meghan Rongitsch + Brit Ryan / Copywriters: Matthew Cermak + Joanna Stubbins / Creative Technologist: Justin Mueller / Producer: Peter McLarnan / Editor: David Holmdahl
the launch
The case study
With over 1.4 billion media impressions, 41.5 million social media impressions, 511,000 visits for a chance to whiff at Breathable Bacon.com, and 10,000 meals donated to Feeding America, BLACK LABEL Breathable Bacon successfully turned an appetite for bacon into an appetite for masks.
The packaging
Our custom packaging was designed to look and feel like a real BLACK LABEL Bacon product, featuring a description of its flavor, instructions for safe use, and certification from the USDKN – the United States Department of Knowledgeable Noses.
