In 2012, General Mills made a decision that dismayed many snack lovers in the USA by discontinuing Dunkaroos, the popular 90s snack. However, they came up with a unique solution to cater to the residual demand among American consumers. Understanding the snack's enduring popularity, General Mills launched an innovative website called Smugglaroos.com. This initiative was designed to bridge the gap between Canadian travelers and American consumers craving Dunkaroos.
The website's purpose was clear: to connect Americans who still yearned for Dunkaroos with Canadians who could legally bring the snack across the border. The idea leveraged the concept of 'snack smuggling' in a playful and legal manner, turning ordinary travelers into snack mules. On the website, U.S. residents could register and be matched with Canadians traveling to their area who were willing to volunteer to deliver Dunkaroos.
This creative strategy not only helped General Mills maintain a low-level presence for Dunkaroos in the U.S. market but also stirred significant media attention and public interest. It created a community of Dunkaroos enthusiasts who could enjoy the nostalgic snack even after its discontinuation in their country. This approach highlighted a clever use of cross-border relations in North America over a shared cultural fondness for a beloved snack.
This campaign, while temporary, was a testament to the power of innovative marketing and the importance of understanding consumer demand. The Dunkaroos smuggling website significantly underscored how a company could turn a discontinuation into an opportunity for renewed engagement and excitement, albeit in an unconventional fashion. Ultimately, this move by General Mills demonstrated a creative blend of marketing, nostalgia, and international cooperation.
