Harvest Snaps, the original plant-based snack and flagship brand of Calbee America, Inc., is bringing to life a music-driven, TikTok branded effect designed to attract and engage college students across the U.S. this fall. Created in partnership with Cutwater, its digital creative agency of record, the effect entitled “Snap Sounds” can be accessed directly through TikTok (@harvestsnaps_official) or by scanning the QR code on Harvest Snaps’ newly launched Mixed Snack Pack. This bag-in-bag, six-pack offering of veggie snacks includes the brand’s best-selling Lightly Salted and Tomato Basil flavors, along with Crunchy Loops Sour Cream and Onion.

Snap Sounds invites audiences to create their own snacking-inspired music via head movements. Each motion triggers one of six beats, many of which are recorded sounds pulled directly from Harvest Snaps’ packaging and products, such as the memorable crunch that happens when you eat the snack. Users can jam by themselves and with friends, creating vocals, instruments, even dance choreography. The beauty of the beats is that they create an ownable sonic identity for Harvest Snaps that wasn’t there before.

“We love the idea of making music while snacking, and TikTok is the perfect platform for reaching a younger group of consumers hungry for healthier, tasty snacks and fun experiences,” said Sandra Payer, Calbee America, Inc.’s head of marketing. “Snap Sounds is designed to appeal to these students, who crave better-for-you snacks and want to interact in a personal way with the brands they buy.”

To drive awareness for the campaign and push sell-through of the Mixed Snack Pack at retail, Harvest Snaps is activating targeted ads on social media, influencer partnerships, a nationwide college sampling events program, and limited-time coupons for all Harvest Snaps items.

Harvest Snaps’ Mixed Snack Pack is available for retailers nationwide to carry for an SRP of $6.99 and sold direct to consumers at HarvestSnaps.com.