Jet: Launching Colombia’s Most Iconic Album co-created by Centennials

Jet, a Colombian chocolate brand, updated a long standing brand ritual with a multichannel campaign that appealed to Gen Z Colombians, breaking sales targets and improving brand metrics.

Summary

Jet, the most iconic chocolate bar in Colombia, has a unique tradition in the country: inside its package, there is a sticker that represents an element of Colombia’s natural history, that people can paste into the brand’s unique album.

This album had been given away for free always, but in 2021, for the first time, it was going to be sold.

To succeed in this transition, we decided to target Centennials, as we discovered that they are willing to pay for traditions they have not experienced directly. To entice them to buy our album, we invited them to co-create...

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