King's Hawaiian was entering a brand new snack category with the launch of Pretzel Bites. The product needed to earn consumer awareness and retail velocity before it ever hit shelves, in a competitive snack market where new products live and die by trial.

The Lunar Dial was a new board game entering a crowded market with no existing audience to market to. It had a distinct aesthetic and a clear niche, but without shelf presence yet, awareness and pre-sale demand had to be built entirely through digital and earned channels before the game ever reached retail.