Taking its cue from the highly energized product, Dallas-based Fusion Advertising has hit the ground running for the nationwide launch of Rudolph Foods' new ENGOBI(TM) caffeinated snack chips. Fusion, which has been named agency of record for the chip's launch, is taking a different approach to sampling efforts in the largest cities in the US, including New York City, Atlanta and Dallas.

Mark Singleton, Vice President of Rudolph Foods, said the popular snack maker tapped Fusion because its team "approached our business with the energy, imagination and enthusiasm we poured into developing ENGOBI." Fusion was appointed after a lengthy, multi-agency review, and went to work immediately creating the ENGOBI Girls, explosively wrapped vans, and human vending machines for ENGOBI, the market's first caffeine-infused snack product.

"Out of the chute, our goal was to increase the time consumers interact with the product, taking it beyond traditional sampling," says Fusion Advertising partner Bill Breedlove. "The people who invented ENGOBI are very smart and have a good sense of humor. So we created 'retro-scientist' look for the ENGOBI Girls, with lab coats, mid-60s-styled product-colored beehive wigs, and black horn-rimmed glasses. The ENGOBI Girls along with the human vending machine are extending our sampling interactions. This is no grab and go, we're getting full-on consumer interactivity."

Kelly Flower, Director of Account Services, estimates Fusion's human vending machines are bolstering consumer interaction with each bag of ENGOBI from an average of less than 2 seconds to more than 26 seconds. The "machines" are also serving as a tourist attraction, encouraging people not just to wait in line to press the button, but to take photos and videos with the highly branded unit and the ENGOBI Girls. "The vending machine is a huge hit," Flower says. "When you pair it with the impossible-to-ignore ENGOBI Girls, who are increasing average engagement from less than 2 seconds to an average of 8 seconds, it makes for an unbelievable 1-2 punch."

About Fusion Advertising

Fusion Advertising is a boutique agency and creative factory based in Dallas, TX. Formed in 2004, Fusion blends key staff members from diverse creative, media, logistics, financial and entrepreneurial backgrounds. The company can be found on the web at .

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Melody Townsel

Fusion Advertising

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