![](https://images.squarespace-cdn.com/content/v1/634144af9a7c4b05ef18d461/1665405197322-M6CHUN32ST5PJ8TAOUZQ/fruit.jpg)
Taking a Tween Fan Favorite to the Next Level
When tweens couldn’t stop talking about the Fruit by the Foot “Replacements” TV spot, General Mills came to Publicis Modem to capitalize on it and take the buzz to the next level.
Vina and her team of magically weird creatives came up with the Replacement Help Center.
The digital campaign started with already viral videos/memes being replaced with Fruit by the Foot. New tween replacement videos were seeded to YouTube.
All of these drove to The Replacement Help Center site where there were oh-so-many wickedly naughty tools to “help” kids with their replacement addiction.
General Mills for Publicis Modem, 2010
![Viral Videos Replaced on YouTube](https://images.squarespace-cdn.com/content/v1/634144af9a7c4b05ef18d461/cf54554a-4abe-4276-aea7-1fec06f6b585/fruitviralvideosreplaced.jpg)
Viral Videos Replaced on YouTube
![Original Tween Replacement Videos](https://images.squarespace-cdn.com/content/v1/634144af9a7c4b05ef18d461/a81abde7-89fc-486f-bfed-9b066c6dd4d2/fruitorigvideosrevised.jpg)
Original Tween Replacement Videos
![Fake News (Replacement Style)](https://images.squarespace-cdn.com/content/v1/634144af9a7c4b05ef18d461/165a0a75-8276-492e-8530-bdd66879e8f4/fruitfakenews.jpg)
Fake News (Replacement Style)
![Replacement Plugins Empowering Tweens To Replace the Internet](https://images.squarespace-cdn.com/content/v1/634144af9a7c4b05ef18d461/38904f37-6877-4e26-91d2-408af1b9f3c1/fruitplugin.jpg)
Replacement Plugins Empowering Tweens To Replace the Internet
![Replacement Help Center Operator Fun](https://images.squarespace-cdn.com/content/v1/634144af9a7c4b05ef18d461/8d1365ce-662e-49c3-9e71-e3ef0d2cb68f/fruitoperator.jpg)
Replacement Help Center Operator Fun