Adults often avoid or hide eating sugary cereals like Cap’n Crunch because they don’t want to be labeled as “childish” or “immature.”
But then again, who doesn’t have hidden desires that they feel judged for?
Whether it’s a fantasy, a guilty pleasure, or a midnight craving, Cap’n Crunch believes you should crunch without shame.
While others may call it shameful, we call it delicious. Because owning what we love is always more powerful than hiding it.
Don’t Crunch Shame me
OOH
midnight crunch club
Forget greasy pizza or mystery street food at 2AM. The real afterparty fuel? A heaping bowl of Cap’n Crunch. We’re taking cereal out of the kitchen cabinet and into nightlife districts with a late-night pop-up called the Midnight Crunch Club.
Here, you’re not sneaking a guilty pleasure. You’re proudly crunching it, bowl in hand, right in the middle of the night. The room glows with neon, the bass shakes the floor, bartenders serve milk instead of martinis, and the Cap’n himself is there, holding court until sunrise.
Because the truth is: everybody wants cereal after midnight. We’re just the first to admit it.
ASMR Radio spot:
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, playful slurp, satisfied sigh]
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: Matt Petersen and Me
AD: Abby Howard