CHALLENGE
The brief was straightforward. Relove was turning 10 years old and wanted to launch a new matcha tiramisu product to celebrate. Our job was to market the product in a way that captured attention and – most importantly – sold.

SOLUTION
We knew that standing out in the food and beverage sector is harder than ever before and if we wanted to come out on top, we needed to tap into our target audience’s cultural language.

We began by searching for aesthetic cues. From Charli XCX’s Brat to Emerald Fennell’s “Wuthering Heights”, we infused the campaign with visual signifiers and tonal references to some of the biggest cultural moments of the past few years. Thus, “The Icon” was born. 

RESULTS
The campaign spoke with the same grandiosity and flair as the biggest cultural moments of the past few years, with a distinct neon green colour palette and copy unapologetic enough to pass for hyper pop lyrics. 

Upon launching the campaign, our signalling immediately connected and audiences turned out in droves to try the new matcha tiramisu product.