Brief: While the Rold Gold brand awareness is high, people don't think enough about Rold Gold Pretzels when they think of snacks. Create a big brand idea targeting parents that is disruptive, fun, and can work with classic and flavored products.

Insight: Life is full of unexpected turns. In a world of unpredictability, we crave for comfort.

Solution: When life deals a twist we never saw coming, we reach for Rold Gold—the more predictable twist.