Challenge: Reach Gen Z students at an important change moment when they are most open to learning about new products and building brand affinity.

Approach: You only have 7 seconds to grab the attention of Gen Z. We used bold colors, patterns, and unexpected surprises fully leaning into Y2K aesthetic to leave a lasting impression on consumers.

Solution: 20,000 packs distributed with coupons and samples to students during college move-in at Boise State, Montana State and University of Montana featuring aesthetic appealing to Gen Z driving trial.