In May 2017 we introduced a new brand to the US Markets: BITBITS. A new crunchy experience in 4 flavors –a new option that will compete in the snack industry against M&Ms, Reese’s Pieces and others in the category. Miguel Cabrera –Triple Crown recipient and player of the Detroit Tigers, is one of the key partners at Miggy Foods. With that in mind and wanting to present the new brand as an America alternative, we decided to launch in Detroit, Michigan with a teaser campaign in April and the official launch during opening day, which had national TV coverage. That same day we increased the impact with an activation by the main entrance to Comerica Park. We then followed up with social media and OOH elements around the stadium. With that, the Midwest was open and made enough noise to help bitbits arrive to South Florida with a big crunchy story.