Tiny Cubes, Big Opportunity
The best innovations aren’t always flashy—they’re surprisingly straightforward. Individually wrapped and perfectly portioned, Challenge Butter Cubes were designed to solve a universal kitchen annoyance: measuring and handling butter without the mess. And while the solution was simple, the impact was anything but. Cubes weren’t just a product launch—they were proof that Challenge is always churning to make butter better.
Following the success of “The One with the Elk on It,” this launch was a natural next step in building momentum and affection for the brand behind the elk.
Great ideas feel obvious in hindsight. And that’s what makes Challenge Cubes so powerful: they’re a smarter, neater, joyfully easier way to enjoy one of life’s simplest pleasures—butter.
Big Thinking, Smaller Portions
We leaned into the truth that the best thing since sliced bread might just be cubed butter, and let the brand’s own illustrated elk narrator tell the story with personality and pride. The key thought? Challenge is always churning—finding new ways to make butter easier, cleaner, and more delightful to use.
Voiced by an Elk. Backed by Strategy.
The Cubes campaign launched under the “One With The Elk On It” platform with a tailored media mix and a distinct creative approach. A custom animated :30 spot featuring the elk’s signature voice ran across TV, OLV, and CTV, while paid social extended the reach across Meta, Pinterest, and Reddit. Audio and podcast placements added depth, and influencer and PR programs helped generate early buzz. Throughout the campaign, messaging focused on the product’s everyday appeal, highlighting convenience, portion control, and a mess-free, kitchen-friendly experience.
Cubed. Launched. Loved.
🧈 First-of-its-kind format introduced to the butter aisle
💬 Strong PR and social pickup, positioning Challenge as an innovator
📈 Continued brand momentum, with Cubes acting as proof that the elk means business