The integrated campaign included HTML-based Facebook and mobile landing pages featuring 3D animation, as well as online and mobile media ads. Combined, these pieces showcased how the smaller packs fit fabulously into any lifestyle.

Three personas amplified the brand’s "Fits Fabulously" message—the Adventurer, the Fashionista and the Magician—with each corresponding to a specific flavor. Viewers were able to see the micro pack alongside an item from each persona’s pocket, giving context to the new pack size and demonstrating the product’s portability.