Connecting with Gen Z has become a big challenge for brands. Even though most marketers know the theory behind the changing perspectives of a complete generation, getting their preference and loyalty demands changing brand behaviors if success is to be achieved at relating to their new codes and conducts.
For Chocowow’s brand Platform, we crafted our strategy around authenticity and diversity; afer all, this new brand is all about variety. However, we faced a conceptual challenge: how is it possible to represent authenticity while being authentic? That is, without showing any given status quo as the baseline or benchmark. The question led us to 100pre WOW (it reads in Spanish as ‘always wow’), an idea that we borrowed from that generation, as they value diversity and options to express their own identity, far from stereotypes and preconceived ideas.