King’s Hawaiian Rolls Are So Light and Fluffy, You Can Inhale Them From Across the Room

Energy BBDO vacuums up

Headshot of Tim Nudd

Energy BBDO's new ad for King's Hawaiian bread rolls is sucky, though not in a bad way. The rolls are so light and fluffy, you see, you don't even have to reach for one with your hands—you just breathe in with a quick sucking motion, and presto!

It's a memorable first spot for the bakery brand from Energy BBDO, which won the account in December and is now working to double brand awareness and significantly grow brand penetration following the client's opening of state-of-the art bakeries in Southern California and Georgia.

The ad closes with the line, "People go pupule for King's Hawaiian." Pupule is Hawaiian for crazy. Just don't try the sucking thing at a real dinner table. People will really think you're pupule.


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@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: April 1, 2014 https://dev.adweek.com/creativity/kings-hawaiian-rolls-are-so-light-and-fluffy-you-can-inhale-them-across-room-156688/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT