Bugles trumpets cool credentials in TV, email blast

Pitched at young Chinese, the campaign positions Bugles as a "cool" brand and is based on the product's cone shape. The McCann-Erickson campaign features TVCs and an email drive. One TV execution shows a boy eating Bugles when he comes across a mermaid. In his excitement to see the mermaid, the boy finishes his packet of Bugles leaving none for the mermaid.

The TVC is supported by an email push created by MadeforChina. The email used the key visual elements of the TVC. "But when the viewer clicked on the animated characters, they did fun, naughty things like turn off the lights in the scene," said Byron Constable, co-founder of MadeforChina.