One Show 2024 challeNge
“Velveeta has been on a transformational journey. At 100+ years old, the cheese brand– whose name was derived from the word “velvet” for its creamy cheesy pleasure-filled experience– was seen as outdated and carried a lot of baggage (“why is it shelf stable?” “why is it orange/yellow?” “it’s processed foods”). The billion-dollar brand had been on a steep, downward trending sales decline.
We want you to break beyond the restrained CPG and cheese categories to explode a culture of celebrating and enabling extraordinary moments and experiences, inviting everyone to make outrageous pleasure a way of life. We we want you to help us encourage Gen Z to unapologetically live their life in outrageous pleasure with Velveeta as their pleasure wingman.”
50% of Generation Z has reported feelings of depression stemming from a sense of lack of control in their lives.
This anxiety is often rooted in the fear of an impending apocalypse, driven by concerns about global warming.
Rather than facing climate change alone, Velveeta offers a comforting alternative for these uncertain times: their shelf-stable, gooey cheese. Now available in an airtight, heat proof, resealable metal can with a 50-year shelf life, Velveeta ensures that even in the darkest circumstances, you can still enjoy a touch of pleasure.
