Squad Bowls
Apr 08, 2016 • By

How #squadbowls make eating cereal cozy

You have a squad, right? Well, now you can eat cereal with them.

While you’re really close to them.

Back in September, Cinnamon Toast Crunch released a “Selfie Spoon,” so socially-connected cereal lovers could take pictures of themselves while they scooped it up.

Now the brand is broadening its social breakfast horizons by introducing “Squad Bowls,” inspired by the popular #squadgoals hashtag on social media.

Squad Bowls hashtag

“If you’ve been living under a rock, #squadgoals is an aspirational term for what you would like you and your friends to be or accomplish,” explains Achala Gopal, senior marketing communications planner for Cinnamon Toast Crunch. “For example, #squadgoals is appropriate to use when you and your BFF co-workers are taking an off-site lunch break. We realized that these days, our squad is our life and we wanted to create something to help our fans share an everyday experience with their squads.”

The creative squad at McCann brought the idea to the Cinnamon Toast Crunch team.


“With so many photos of squads hanging out together on social media, we figured that CTC should be a part of the squad-sharing fun. So we designed a bowl specifically tailored to eating cereal with your friends, and squad bowls were born.” says Dan Colburn, copywriter, McCann. “Squad Bowls are simple: they’re several separate bowls that are joined together, just like you and your squad. Never in the history of bowls or breakfast has anything like it existed, until now.”

Spoonfuls from #squadbowls

Still confused about the #squadbowls concept? Watch this infomercial.

“Riffing off the #squadgoals hashtag, we’ve created bowls that are literally inseparable. Just like your squad,” says Mark Chu, associate marketing manager, Cinnamon Toast Crunch. “We’ve awkwardly designed three-bowl, four-bowl, five-bowl, even six-bowl configurations to fit squads of different sizes. Similar to our Selfie Spoon, we are not just innocently picking on culture, but we’re also joining in on the fun. People do everything with their squad. We’ve now given them the opportunity to eat Cinnamon Toast Crunch together.”

Squad with spoons

Want to enjoy your Cinnamon Toast Crunch in a huge bunch? Visit SquadBowls.com to order the bowl configuration that best fits your squad.

It’s no small task to make the bowls, as you see in the photo below. So there is a limited supply.

The Squad Bowls are made of handcrafted porcelain.

The Squad Bowls are made of handcrafted porcelain.

The #squadbowls promotion runs April 7 through April 17. There is a limited quantity available each day – 10 – of the campaign, with a limit of one promotional Squad Bowls set per customer.

So, here’s how it works. The first 10 orders per day, beginning at 10 a.m. Eastern Standard Time, are available for $.99. However, subsequent orders after those 10 are sold out start at $59.99, plus shipping and handling, in order to cover the cost of the custom production beyond CTC’s pre-ordered supply.

five-bowl #squadbowl

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