{"id":19771,"date":"2020-08-26T18:30:00","date_gmt":"2020-08-26T22:30:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=19771"},"modified":"2026-09-16T18:32:35","modified_gmt":"2026-09-16T22:32:35","slug":"jet-puffed-introduces-new-mascots-the-jet-puffed-pals","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/jet-puffed-introduces-new-mascots-the-jet-puffed-pals\/19771\/","title":{"rendered":"JET-PUFFED Introduces New Mascots, The JET-PUFFED Pals"},"content":{"rendered":"\n

By Heather Taylor<\/p>\n\n\n\n

There\u2019s a place called JET-PUFFED Nation<\/em><\/p>\n\n\n\n

Yummy good sensation<\/em><\/p>\n\n\n\n

Marshmallow population<\/em><\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Do you have a craving for \u201cThe Fluffy Side of Life?\u201d You\u2019re in luck! JET-PUFFED Marshmallows<\/a>, America\u2019s Favorite Marshmallow for more than half a century, have just debuted a new ad campaign starring the bouncy, giggly, JET-PUFFED Pals.<\/p>\n\n\n\n

Meet the JET-PUFFED Pals!<\/strong><\/h3>\n\n\n\n

For more than half a century, JET-PUFFED has been \u201cAmerica\u2019s Favorite Marshmallow.\u201d In their new look from VaynerMedia and Jones Knowles Ritchie, viewers are welcome to JET-PUFFED Nation. It\u2019s a magic world there the residents are made of marshmallows, you can paint rainbows, bounce into s\u2019mores, and swim in a sea of caramel.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Taking us on this tour are the adorable JET-PUFFED Pals, a group of marshmallows that are always upbeat and ready for an adventure.<\/p>\n\n\n\n

Just who are these characters? J.B. Hartford, Creative Director at Jones Knowles Ritchie<\/a> (JKR), played an instrumental role in JET-PUFFED\u2019s rebranding and design refresh.<\/p>\n\n\n\n

Hartford describes the JET-PUFFED Pals as happy and exuberant. \u201cThey behave as a group, without individual personalities and with a joyful demeanor.\u201d Hartford says.<\/p>\n\n\n\n

How many JET-PUFFED pals are there? According to Hartford, they come in three different sizes: mini, regular, and jumbo. Just like their namesake: JET-Puffed Marshmallows.<\/p>\n\n\n\n

Smile! The Inspiration Behind JET-PUFFED Pals<\/strong><\/h3>\n\n\n\n

The Puff Pals, as Hartford fondly refers to the gang, were initially drawn by JKR\u2019s team of designers. Not necessarily drawings on the page either. They drew different smiles directly on the JET-PUFFED Marshmallows.<\/p>\n\n\n\n

\u201cWe\u2019d leave the office for the night and imagine them coming to life after hours,\u201d Hartford says. \u201cBopping around the studio and getting into all kinds of mischief!\u201d<\/p>\n\n\n