Context:
In Saudi Arabia, TikTok isn’t just entertainment... It’s culture. Sound-led trends, creator participation, and shared rituals drive how content spreads. Bugles wanted to show up meaningfully on the platform, not by interrupting the feed, but by becoming part of how people already express themselves.
What we did:
We created How I Crunch It — a TikTok-first campaign built around sound as the creative entry point. Working with Saudi creators, we invited the community to show their way of crunching Bugles, turning a simple product moment into a shared cultural behaviour.
The result:
The campaign delivered awesome creator participation and strong community engagement — and went on to win at the TikTok Awards, taking home recognition in Sound On Please and Community Core.
In Saudi Arabia, TikTok isn’t just entertainment... It’s culture. Sound-led trends, creator participation, and shared rituals drive how content spreads. Bugles wanted to show up meaningfully on the platform, not by interrupting the feed, but by becoming part of how people already express themselves.
What we did:
We created How I Crunch It — a TikTok-first campaign built around sound as the creative entry point. Working with Saudi creators, we invited the community to show their way of crunching Bugles, turning a simple product moment into a shared cultural behaviour.
The result:
The campaign delivered awesome creator participation and strong community engagement — and went on to win at the TikTok Awards, taking home recognition in Sound On Please and Community Core.
