Co-creation campaign. 120K visits, 72K mixes, +60% .
Migros turned Ice Tea creation into a playful digital experience for Gen Z with IceTeaBeats.ch. Users mixed flavours paired with music to create unique shareable videos exploring unusual tastes like cucumber and banana. The campaign produced four new flavours, with Watermelon/Kiwi becoming a permanent product based on user votes.
The campaign won Gold at the Goldbach Crossmedia Award 2020, selected among 24 projects for its innovative crossmedia strategy. Developed by Wunderman Thompson Switzerland for Migros-Genossenschafts-Bund.
Results: 120,000 site visits | 72,000 user-generated mixes | 60% increase in buyers | 1 flavor made permanent | Goldbach Crossmedia Award Gold 2020.
Role: Senior Creative, Concept + Art direction.
