WHEN CONSIDERING HOW to expand within a tiny category like in-shell sunflower seeds, the choices are fairly limited. The snack has existed within the same pocket of American culture for generations: Baseball. Bigs sought to expand that vernacular and infiltrate other cultures while not forsaking its core. By tapping into the visual territory of extreme sports like skateboarding, dirt biking, snowboarding, Bigs could expand its platform and also provide a unique point of view into baseball. Brands like Monster Energy provided a pathway for attitude and a tribe-centered community. Bigs was redesigned to focus more on flavor, resulting in a highly saturated system, to capitalize on high energy and youth sports, and to speak to the brand’s core “go big or go home” attitude.