Jet-Puffed's new glow-in-the-dark campaign helps campers find marshmallows in the dark

The sun has just set on your first night camping this summer. It’s great to be away from city lights and enjoying the stars, but you’re craving a s’more and the bag of marshmallows is nowhere to be found. You rifle through bags and containers in the dark, but snapping twigs and a wolf’s howl portend a night of darkness and horror. 

Luckily, Jet-Puffed’s latest campaign is the perfect weapon against the blindness of nights in nature. The Kraft Heinz brand debuts new glow-in-the-dark packaging and billboards to illuminate the twilight without disrupting stargazers.

New packaging for Jet-Puffed’s Camp S’mores marshmallows comes in a camping-friendly resealable pouch with the brand’s rainbow-colored logo and the image of little puffs around a campfire. But when the lights go out, the package glows green for easy locating.

The pouch is accompanied by strategically placed billboards that use glow-in-the-dark paint or low-energy backlighting for midnight visibility without outshining the sky. Billboards were placed in the Great Sand Dunes National Park and Preserve in Colorado and Glacier National Park in Montana in response to them being named the darkest and best stargazing locations in the U.S. Additional OOH locations were chosen in Arkansas and Minnesota, where the headquarters for Walmart and Target are located.

Additionally, Jet-Puffed has named a new constellation with the Star Registry, called S’morion. The stars, in the shape of a marshmallow on a skewer, can be found through a custom AR filter available by scanning a QR code on Camp S’mores packaging or the campaign’s website.

Fans who post their “S’moregazing,” or stargazing with s’mores, photos to Instagram with the hashtags “#GoSmoregazing” and “#Sweepstakes” will be entered for a chance at winning a s’mores kit including a telescope, glow-in-the-dark skewers, marshmallows and other ingredients.

“As we gear up for the first day of summer and prime marshmallow roasting season, we wanted to give fans a way to enjoy their s’mores no matter if it’s day or night,” said Samantha Mills, associate director of brand communications at Kraft Heinz, in a statement. “The new glow-in-the-dark packaging makes it easy to find your bag of marshmallows when the sun sets around the glowing campfire.”