Strategy
Fazer Remix, a nostalgic 90s candy favourite, faced the challenge of staying relevant to a new generation. The brand needed to bridge the gap between its retro legacy and Gen Z’s values of modernity, sustainability, and identity fluidity. The objective was to shift perceptions—from a relic of the past to a brand that aligns with youth culture and progressive ideals.
The “Remix is the New Black” campaign launched a new liquorice candy with a bold statement—turning waste into high-fashion through a drag-themed runway show. By using recycled materials, spotlighting gender fluidity, and collaborating with young designers, the brand tapped into Gen Z’s cultural and ethical values.
The campaign refreshed Fazer Remix’s image, generating strong engagement and buzz among younger audiences. It positioned the brand as culturally relevant and environmentally conscious, proving that even a nostalgic candy can lead with purpose and creativity.
SAMY 2025
© DEFENSE OF CONSUMERS FOR CLAIMS
SAMY 2025 © DEFENSE OF CONSUMERS FOR CLAIMS
