AN IDEA RIPPED FROM THE PLAYGROUND

‘SLURP ’TIL IT’S FLAT’ WAS INSPIRED BY WATCHING KIDS SLURP THEIR GO-GURT TUBES FLAT. WE NOTICED THAT THE KIDS FOUND THE SLURPING WAS FUN DUE TO THREE OBSERVATIONS: 1) SUCKING GO-GURT INEVITABLY CAUSED AN AUDIBLE, OBNOXIOUS FLATULATION SOUND. 2) THE 'OVER-SUCKED' TUBES CURLED UP LIKE CARNIVAL WHISTLES. 3) THE ACTION OF THE 'OVER-SLURP' CAUSED A LACK OF OXYGEN TO THE HEAD, WHICH LED TO A DIZZY EUPHORIA. THIS CAMPAIGN WAS A NO-BRAINER.

THE GENIUS WAS BUILT INTO THE PACKAGING. THE IDEA WAS PRE-TESTED IN LUNCHROOMS AND PLAYGROUNDS. BUT WHAT GAVE THIS CAMPAIGN IT'S SURE SUCCESS WAS LANDING A CARTOONIST WITH FIVE DECADES OF PURE SILLY GENIUS. MAD MAGAZINE'S Sergio Aragonés IS the most prolific cartoonists of his generation. SERGIO'S WORK LAUNCHED THE BROADCAST, AND EVENTUALLY INVOLVED IN PACKAGING AND INSTORE SIGNAGE. THANK YOU SERGIO.