Coyne delivered widespread media for the re-launch of the Mini Oreo after an unsuccessful first launch attempt. We created “On the Go with Mini Oreo,” a sweepstakes to win a Dodge Minivan if you correctly guessed how many Oreo Minis it took to fill the van! A highly strategic launch plan featuring national advances, b-roll, product samples and press kits resulted in more than 400 broadcast segments, including “The Tonight Show” and “CNN Headline News,” 800 radio stories, print stories in 90 of the top 200 daily newspapers and more than 15,000 phone calls in the first two hours to the company call center. The cookies flew off the shelves of supermarkets across the country.