Did Pillsbury Win 2025 with their 60th Anniversary Campaign?
When you're celebrating six decades of a brand icon, it’s time to think big.
And, that’s exactly what Pillsbury did for the 60th anniversary of the Pillsbury Doughboy by creating a fun, multi-platform campaign that taps into nostalgia and AR.
The Campaign
The campaign marks the Doughboy’s 60th birthday. They partnered with Zillow and created a listing to invite consumers into the Doughboy’s home. Consumers can scan a can of their product and be taken to the Doughy home, which is complete with easter eggs and a shoppable merch line to pair with it.
Why It's Working & What We Can Learn From It
Sure, this campaign comes from a Fortune 500 company with big budgets, but the lessons aren’t limited to companies of this size either. Even small to mid-sized businesses like yours can take inspiration from Pillsbury’s campaign. Let's dive into why this campaign worked and what we can learn from it.
It Shows How To Stay Relevant
The Doughboy is a 60-year-old mascot, and somehow, he’s still a household favorite. Pillsbury has kept him relevant by evolving how they tell his story. From classic TV commercials to a virtual home you can tour, they’ve shown that brands don’t have to feel stuck in the past. If you are feeling stuck with your brand, it could be time to try a new tool, a new platform, or fun new ideas.
Tapping into Storytelling
Having a brand mascot is one of the strongest storytelling tools out there. Even if your brand’s “character” is a real person, like a founder. Don't be afraid to let customers into the behind-the-scenes look of things and showcase storytelling with your brand.
It's Different
A Zillow listing for a dough-made house? No one saw that coming! Pillsbury took a platform completely outside of a "traditional" marketing channel and ran with it. It’s a reminder that sometimes the most effective campaigns don’t "follow the rules," they rewrite them.
It's An Experience
They could have created a “60 years, thanks to you!” post, but instead, they created a user experience. This was an interactive way for their audience to get involved. This was a great example of a digital experience, but it can translate to in-person, too.
In conclusion, while a doughy house might not be your brand’s next big campaign idea, there are plenty of takeaways to gather from Pillsbury’s approach. Think outside the box, find fresh ways to tell your story, and don’t be afraid to add a little fun to your brand experience, because that’s how you stay relevant, even after 60 years.
