IHOb

WE FLIPPED A LETTER AND THE INTERNET FLIPPED.
Americans have associated the International House of Pancakes—IHOP—with one thing over the past 60 years: pancakes. But how do you get people to take you seriously when you’re about to launch a new line of burgers? Simple. You change your iconic name to IHOb, intentionally rattling a country’s latent love for a nostalgic brand. From tease to reveal, everyone had an opinion about the stunt, both online and offline. It was the emotional response we counted on, purposely sparking controversy and unleashing unprecedented engagement and trial of our new burgers.