Hot Pockets has always been a brand that tries to have fun with its marketing. This campaign does just that by playing off of the well known phrase, "please drink responsibly."
Targeted to teens and young adults, primarily male, ages 13-25, this campaign positions Hot Pockets as the delicious meal you can eat on the go.
Most of the creative is straightforward, save for outdoor, which consists of billboards with a simple headline and a logo. However, atop each sign will be a mannequin which appears to be about to walk off the side while eating a hot pocket.
One of the many strengths of this campaign is that it can be built on and targeted very specifically to a location or a hobby (at the zoo or mountaineering, etc.)