Everyone has hidden desires they feel judged for, whether it’s a fantasy, a guilty pleasure, or a midnight craving.
Cap’n Crunch believes guilty pleasures aren’t guilty at all. While others may call it shameful, we call it delicious. Because owning what we love is always more powerful than hiding it. Let’s create a rallying cry to crunch proudly, without apology.
Don't crunch shame me
✦
Don't crunch shame me
✦
Don't crunch shame me ✦ Don't crunch shame me ✦
OOH
Crunch Late
This late-night cereal bar turns nightlife on its head. It doubles as the afterparty where behind red curtains and neon light, bowls replace cocktails. Here, people can crunch loudly without apology.
Radio Spot
People fetishize crunchy sounds online. We’re going to make Cap’n Crunch the O.G. ASMR.
“Don’t Crunch Shame Me”
[SFX: soft rustle of a cereal bag opening, crisp and close to the mic]
Whispered VO (intimate, playful):
“Some say it’s childish…”
[SFX: gentle pour of Cap’n Crunch into a bowl, cascading crunches filling the silence]
“…others call it shameful.”
[SFX: spoon stirring in milk, soft clinks against the bowl, fizz of bubbles]
VO (slightly bolder now, still ASMR):
“But we know better…”
[SFX: exaggerated single bite—crrruuunch—followed by a slow chew into the mic]
VO (building confidence, mouth full of cereal):
“…because guilty pleasures aren’t guilty at all.”
[SFX: spoon scooping, slurp, mmmm]
VO (now louder, energized, no whisper):
“They’re delicious. They’re ours. And we own them.”
[SFX: final CRUNCH in unison with tagline]
VO (rallying cry):
“Cap’n Crunch. Don’t. Crunch. Shame. Me.”
[SFX: bowl drop on table with a proud little clink, fade out.]
CW: Michael Smaniotto
CW: Matt Peterson