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.

3D pink and white text that says "CAPN CRUNCH".

Don't crunch shame me

✦

Don't crunch shame me

✦

Don't crunch shame me ✦ Don't crunch shame me ✦

OOH

A bowl of fried chicken nuggets topped with ranch dressing, with a shadow of a person on a brick wall behind it. The image includes text that reads, "The Cap'n Doesn't Do Soggy-Style" at the top and "Don’t Crunch Shame Me" at the bottom, with a Cap'n Crunch logo near the bowl.
City street at night with bright lights and people walking. An illuminated advertising poster features a bowl of Chicken McNuggets with text promoting crispy chicken nuggets.
Stacked blue and white bowls with cereal spilled on the counter, with text overlay reading "Dinner After Midnight" and "Don't Crunch Shame Me," featuring Cap'n Crunch cereal.
Advertising billboard for Cap'n Crunch cereal featuring stacked cereal bowls and crunchy cereal pieces, with the text "Dirtier After Midnight" and "Don’t Crunch Shame Me" in a cityscape at dusk.

Crunch Late

Nighttime street scene outside a restaurant with large windows and red curtains. Six women in sailor-style outfits are inside, talking and eating at a table. The sign above the window reads 'Crunch Late' in bright blue letters, with a smaller sign below stating 'Don't Crunch Shame Me.'

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.

A cartoon character dressed as a navy captain with a blue uniform and a cap with a 'C' on it, wearing headphones, sitting at a microphone, eating a bowl of cereal.

“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.]

AD: Abby Howard

CW: Michael Smaniotto

CW: Matt Peterson

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