Since Hexos was perceived as a candy for older generation, it faced a challenge on how to connect with current young generation with current trends. Hexos wanted to be perceived as a candy that enables you to speak up and speak louder. It also wanted to be associated with audiences (students) daily conversations.
To re-introduce the candy to be relevant with current target audience (High School Students) and create awareness and participatory movement among them.
In our 2 years campaign we created 2 strategies with different objectives
The strategy is mainly to divide the content based on different candy flavors to give each flavor different persona. To achieve digital reach, we collaborate with social media influencers with different personalities / personas.