As a kid, some of the best thing to do at the beach include eating ice cream and digging for treasure. Inspired by both of these things, Strauss put together a stunt that would give kids a real treat.
'The Treasure' marketing campaign involved Strauss crews heading to the beach early one morning and hiding several treasure chests deep in the sand. After kids began digging in the sand, they uncovered a real treasure chest that was filled with a variety of snacks for the whole family. Since a few of the snacks were frozen, it required that they be eaten on the spot. In order to capture the sheer excitement on everybody's faces, the snack-filled treasure chests were equipped with cameras to capture reactions as the boxes were opened.