THIS IS WHOLESOME PR Gold Cannes Lions 2014

"We are tapping into a cultural insight that is very much about the change in the family dynamic and composition in America today. We relaunched the brand and talked to kids. That was the first time in a decade that we had national advertising campaign support beyond in-store S’mores. We’re now talking to parents and the cultural insight is that the family composition and dynamic is different, but what is the same with our product and with those families is positioning around wholesome connections." (http://www.adweek.com/)