Pretzel people are unique in that they are not unique at all. They value ordinary thrills and consistent contentment. And Rold Gold knows a thing or two about consistency.

For over 100 years, Rold Gold has built itself into the most recognizable name in the pretzel category. Despite high awareness, they only hold 6% of the market. One reason is the rise of flavored pretzels, which until now, Rold Gold has never sold.

To reclaim pretzel people, we reframed their snacking habits as virtues to live by and invite them to Live by the Rold Golden Rules.