Hungry Kids In The Crib Pocket Like It’s Hot…Talk About Finding Your Audience

Dennis Ryan, Advertising4,240,041 views.  That’s the number racked up after three weeks for this YouTube posting of the “Pocket Like It’s Hot” video featuring Snoop Dogg for Hot Pockets. This shameless remix of his hit “Drop It Like It’s Hot” is infectiously repetitive, clinging to the synapses like mental velcro.

Perhaps the most remarkable thing about this three and a half minute long Judah Friedlander-directed clip is how it features a long-standing but heretofore unacknowledged audience for this microwaved meal: stoned young adults. A far more expected TV spot features young adults too, but without the recognizable overlay of ‘weekend evening use occasion.’ Whether all this means parent company Nestlé has finally rolled over to accept the PG13 reality of their target market or that they’re simply exploiting an opportunity to gain online buzz (see what I did there?), remains to be seen.

In the meantime, just try to shake this hook from your head.  POCKET LIKE IT’S HOT, POCKET LIKE IT’S HOT…


By Dennis Ryan, CCO, Olson

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