BE TOO MUCH / NATIONAL LAUNCH
Entering a mature snack category dominated by an established player, while introducing to the Romanian market a brand known globally for its extreme, unapologetic personality, without neutralizing its edge or positioning it as a novelty.
Creative strategy, with responsibility for concept development, narrative structure, and creative proposal direction. Initially joining the project as a copywriter, I developed and presented the full creative strategy and concepts across all launch phases. Did all the copywriting too, of course.
The entry strategy was built around the brand’s existing reputation of a rebel. Rather than attempting to decode or label Gen Z, a generation already over-analyzed by marketers, the strategy leaned into opposition as a form of attraction: whatever you do, don’t eat Takis.
By embracing intensity, and too much-ness, the brand positioned itself as too spicy for the boring.
A 3-stage budget-efficient strategy to maximize brand interactions:
Building a discernible social media voice, attuned to the antics of gen Z
A Gen Z tone of voice is in almost every digital brief, yet it usually ends up as a cringe piece of copywriting, washed down by rounds of feedback that play it safe. Gen Z was born on the internet and is far less apologetic, so we really went there.
Launching nationally with a streamed Roast Battle of the Generations
A fiery stand-up comedy battle where Millennials vs. Gen Z faced off in a war of words (and heat tolerance)! With top comedians and influencers in the crowd, the Millennials brought punchlines about surviving the ’90s without WiFi, while Gen Z roasted them for still using Facebook.
Watch the Roast Battle reelInstagramStrategic Partnerships & Experiential Concentration: Takis as a center piece activation at Beach Please Festival (biggest gen z festival in Romania)
At Beach, Please! Festival, the Takis Activation Corner turned up the heat with the ultimate Gen Z experience. Festival-goers dove into bumper car battles, snapped epic pics at the photo booth, rocked temporary tattoos and chilled at the Takis bar & lounge, all while fuelling the fun with the bold, spicy crunch of Takis.
Brief me on your project. Open for Freelance strategy and copy projects, agency collaborations and full-time roles. Based in Bucharest, working in English, German and Romanian, with clients in Romania and abroad.