Tootsie Roll invited Kaleidoscope to introduce an innovative new energy drink in a lollipop form called MAXXED, the company's first new product in nearly 15 years.  Kaleidoscope developed a high-energy pilot launch program to generate excitement and awareness for the new product among college influencers.

An online destination served as the centerpiece for the product launch and set the stage for MAXXED's national introduction.  New media elements including a targeted blogger product seeding program and widget promotion drove traffic and created brand engagement.  The multifaceted campaign was supported by on-campus college event marketing, widespread product sampling, targeted radio promotions, nightlife ambassador programming and regional retail events.