Jell-O Still Jiggles, Aims to See If America Still Giggles

Jell-O Still Jiggles, Aims to See If America Still Giggles

Food & Drink

Jell-O Still Jiggles, Aims to See If America Still Giggles

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By Cari Martens


The economy stinks, Congress is full of angry people who can’t agree on anything, we’re dealing with oil spills, hurricanes… sometimes you just got to laugh to keep from crying.

Well, this summer, the people from Jell-O set out in a truck to cruise America in search of laughter—or more specifically, giggles. The 23-city tour made stops in cities such as Los Angeles, Chicago, and Atlanta, arriving in a truck that was, in essence, a rolling recording studio.

Jell-O’s ‘Give it a Giggle’ tour recorded people cracking up, trying to capture on tape the most contagious giggles, one of which will be used in TV commercials set to air later this year. The spots will also feature comedian Bill Cosby.

Of the thousands of guffaws, belly laughs and giggles recorded, Jell-O has now narrowed it down to a top ten. Online voting, which begins September 20, will determine the three finalists, and then Bill Cosby will select the winner.

Trade journal Adweek noted that Jell-O is ‘the latest brand to jump on the ‘happy marketing’ bandwagon, where relentless optimism seems to be working with consumers.’

If nothing else, the upcoming “Hello Jell-O” campaign offers a welcome return for Mr. Cosby, who hasn’t teamed up with the brand for some time. His presence in the TV spots pretty much guarantee a laugh or two, even if the winning giggle isn’t that contagious.

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