Bugles is a quirky, odd shaped snack from General Mills that’s been around since 1966. The objective of this campaign is to revitalize this nostalgic brand and make it fun and top of mind again. After all, who doesn’t remember playing with Bugles as a kid. Playing off this insight, the concept from Cossette Toronto was to advertise Bugles as a game, rather than a snack. And so it was born – The Game That You Can Eat!
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