How do you make an iconic brand relevant to a new generation? Together with Hero Cassis, we took on the challenge of winning the hearts of Gen Z (18–24 years old). Through social listening, we discovered that Hero Cassis evokes a strong sense of nostalgia: young people remember the drink from their childhood or associate it with visits to their grandparents. This insight became the foundation for a strategy centered on recognition and emotion.
View this post on Instagram
View this post on Instagram
View this post on Instagram
The Taste of Nostalgia
With formats like “Out and About with Grandma” and “Slide into 2010,” we combined nostalgia with humor and modern storytelling. The content was shared on Instagram and TikTok, where, through smart targeting, we not only reached the core demographic but also engaged with young people just outside this group.
@hero.cassis Was jij ook lid van de Cassis-club?! 💜👾 #goodoldtimes #goeieouwetijd #cassis ♬ origineel geluid – Hero.Cassis
@hero.cassis Oma is deze shopping spree helemaal zat 😅 🛍️ Wat denken jullie van haar nieuwe fit? 👇 #herocassis #kringloop #haul #opstapmetoma #cassis ♬ origineel geluid – Hero.Cassis
The Result?
The results speak for themselves: over 7 million impressions and more than 800,000 video views on both Instagram and TikTok. On Instagram, the campaign achieved an impressive ThruPlay Rate of 33%, well above the benchmark of 20%. TikTok delivered a Video View Rate of 20%, double the benchmark of 10%. Additionally, the cost per video view remained below €0.01. With more than 25,000 engagements, we not only reached young people but also engaged them with the brand. Hero Cassis successfully repositioned itself on social media as a brand that feels both youthful and familiar. The taste of the past, wrapped in refreshing content.
