Industry
FMCG / Snacks / Entertainment
Project
Proactive Strategic Concept
Not every idea becomes a campaign. Every idea reveals how we think.
How do you make a snack brand more relevant without talking about the snack?
Most brands try to interrupt culture. We look for opportunities to become part of it.
As “The Taste of Entertainment”, Chio didn't need another product campaign. It needed a place inside one of the world's most engaging entertainment experiences.
By connecting the brand to Stranger Things, we aligned Chio with a cultural moment that naturally reflected how people already consume the product: while watching, sharing, and experiencing entertainment.
The product didn't change. The context did.
FROM TASTE OF ENTERTAINMENT TO PART OF THE ENTERTAINMENT.
The idea translated Chio's existing brand position into a cultural activation platform. Instead of placing the product next to entertainment, the concept placed the brand inside the entertainment experience — connecting snacking, watching and sharing in one coherent context.
ONE STRATEGIC IDEA. MULTIPLE CREATIVE DIRECTIONS.
Rather than developing a single execution, we explored multiple creative directions around the same strategic idea: bringing Chio's “The Taste of Entertainment” positioning into the world of Stranger Things.
Each concept approached the connection from a different angle, while keeping the same brand idea at its core.
We didn't connect a campaign to a series. We connected a brand position to a cultural moment.