We needed to capture the hearts and stomachs of college age males across the U.S. The answer was to create a solid presence in music and pop culture by remaking a smash hit. ‘Pocket Like It’s Hot’ was a unique music video food parody of Snoop Dogg’s ‘Drop It Like It’s Hot.’ And for 3 surreal minutes you are taken inside an irresistibly hot paradise.Along with the media press that followed Snoop, we also spiced up the video with the help of comedian Andy Milonakis, WWE wrester Brodus Clay and secured a social following through DeStorm; a digital celebrity with over 2 million social followers. ‘Pocket Like It’s Hot’ was sizzling at over 3 million YouTube views in just 72 hours. And in just 3 short months of running, the music video had over 7 million YouTube views, 821 million impressions and was picked up and covered by countless media outlets both online and offline. It's a video that reached far beyond the target market, increased product sales and ended up becoming a pop culture phenomenon.
