Three brands—Nestle Crunch, Butterfinger and Baby Ruth—needed one program that could be flexible enough to reinforce their brand images and appeal to distinctly different target audiences.  Our mouthwatering idea was to use the recently launched Hummer 2 to grab attention and involvement.  The ‘Sweet Adventure’ program was the first promotional use of the Hummer 2, and included a retail roadshow with specially decorating H2s in Nestle brand graphics, consumer competitions using remote control mini-Hummers in store parking lots, digital music giveaways, and a display generating sweepstakes offering H2 grand prizes plus trips to off-road driving schools.  Sales were truly driven upwards, helped by placing over 15,000 retail displays and innovative web/digital executions.