Extra Refreshers wanted to connect with Gen Z in a way that felt fresh and relevant. The goal was to create a campaign that went beyond product awareness, and create one that tapped into target audience culture with a reach across the UK and wider European markets.
Partnering with celebrity trainer customisation artist MattB, known for his bold and creative sneaker designs, four bespoke pairs of trainers were created. Each one captured the gum’s energetic and fresh personality and served as a prize that felt exciting, culturally relevant and perfectly in tune with the Gen Z zeitgeist.
Lime managed the campaign end to end. Working with MattB to develop the concept, designing and building the digital experience, the promotion fulfilment and handled logistics across markets. We also managed approvals, timelines and partner coordination to bring the campaign to life smoothly.
The campaign helped Refreshers stand out and connect with Gen Z in a way that felt genuine and relevant to both brands and their target audiences.
