Wise Snacks
The Problem
Insights
Big Idea
Wise Snacks was struggling to reach a younger demographic; their main audience was Gen X and Baby Boomers who have been long-standing customers, but they were struggling to match up to their competition who had their finger on the pulse of Gen Z and Millenial content and humor.
Wise Snacks is primarily an East Coast-based brand, so it was important to tap into the differing lingo and sense of humor between the East Coast, the Midwest, and the West Coast. I heavily studied what Wise's competitors were doing, what was working and what wasn't, and found that memes are huge drivers of engagement in the snack industry. We needed to be more relatable, more 'chill,' and we needed it to seem like we weren't trying so hard to be 'hip.'
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The focus was shifted from selling to engaging, with a focus on building community around trending memes and pop culture conversations. Nothing was off limits--we made content around holidays, movie and album releases, awards shows, major influencer moments, and anything else that was trending widely amongst Gen Z. As we monitored performance we saw what was landing with our audienc and what wasn't, and funneled down which trends we chose to jump on based on what topics our audience was engaging with.
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*All concepts are my own, creative by me & the design team at Allebach Communications
