BETTY CROCKER SUPERMOIST

Betty Crocker has been a celebration staple for over 100 years. When tasked with a brief to remind everyone how beloved the cake mix is and continues to be, we realized we needed to tap into the moist factor. So, we LEANED into the discomfort of the word to remind people that the moist texture is what makes Betty Crocker cakes superior. mix.

BETTY CROCKER x WICKED

To celebrate the premier of Wicked in theaters, Betty Crocker partnered up with the franchise to celebrate the unlimited possibilities of baking with Betty. Bowen Yang and Matt Rogers are best friends, just like Glinda and Elphaba. They are wonderful in their own right, but together they are truly limitless.

Given Bowen’s role in Wicked and his iconic friendship with Matt Rogers, we’ll tap this duo to bring to life a wickedly sweet collab between Betty Crocker and Wicked to launch their color-changing cake mix.