Moist: Word of the Year

Kraft Real Mayo is known for making meals “moist.” The problem? “Moist” is the most hated word in the English language.

So, how do redeem a word you’re known for? You set out to make it Merriam Webster’s Word of the Year.

You see, we discovered a loophole: the winning word is based on internet searches. We decided to hack the competition and invite the internet to #SearchMoist

We launched by trolling Merriam Webster’s historic office and dropping a 2-ton jar of mayo on their doorstep.

Then we partnered with the fastest speedrunners on Twitch to host the first ever Search-a-thon,
where they searched “moist” over and over again.

Over on our socials, we rallied the internet to boost searches for “moist” with content that hacked smart homes
and canvassers that secured searches IRL.