Jung von Matt LIMMAT
Snacks for and by Gen Z – that is YOURZ. The Limited Editions were developed and realized from A to Z together with the community.
Client
Zweifel
challenges
Inspire,
instead of just reaching
To not only reach but also inspire Gen Z, conventional campaigns are not enough. As a continuation of the successful Sixth Sense campaign (awarded a Grand Effie), Zweifel launched "YOURZ" with Jung von Matt LIMMAT. With YOURZ, Gen Z itself decides what goes into and onto the snack pack. In 2022, countless flavor ideas and packaging designs were developed, crowned by three exclusive Limited Editions.
Solution
Snacks for and
from the Gen Z
Six creators, together with their communities, set out to find the new flavors. Hundreds of suggestions were submitted, and three favorites per creator were sent to the next round. In the social challenge «Behind the Flavour», the creators experimentally produced the flavors themselves in the Zweifel factory in Spreitenbach.
Through online voting and tastings, it was then again up to the community to select the final flavors for the Limited Editions. For example, the chips could be tasted at the biggest Swiss festivals during a special «Tasting with Benefits», in addition to samplings at train stations and prize draws for tasting boxes.
Design
1200
designs
The packaging design was also placed in the hands of Gen Z. To receive as many unusual suggestions as possible, Studio Thom Pfister developed a design system based on Tape Art. The online tool developed by Cobolt Netservices allowed the community to create the most surprising artworks using tapes in different colors and lengths.
The community proved its enthusiasm for YOURZ and put in a lot of effort: Despite the significant time commitment required to participate in the design challenge, over 1200 packaging designs were created.
Results
much love
for zweifel
The YOURZ campaign generated a lot of love among
Gen Z - brand awareness and relevance were significantly increased. And the industry also recognized the case: Zweifel YOURZ won Bronze at the Best of Swiss Web Awards, and the case was shortlisted at the ADC Awards 2023.
47%
Awareness among Gen Z
13%
Increasing brand relevance with Gen Z
bronze
at the best of swiss web awards 2023
cases
even more
momentum
ZWEIFEL
Kontakt
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