VELVEETA | Velveeta Gold Hair

THE BACKGROUND
Velveeta significantly cut back its media budget and needed a big idea that could make up for the shortfall in media investment on a miniscule budget.

THE CHALLENGE
How do we get Velveeta top of mind with almost literally no money available to spend on getting our message in front of our young audience through traditional paid media?

THE “A-HA”
Our audience had a deep interest in passion, so we decided to create something that would spark their interest and reinforce our “La Dolce Velveeta” brand platform all about embracing an outrageously pleasure-first way of life.

THE INSIGHT
How we’re willing to style our hair says something deep and true about who we are.

THE IDEA
”Velveeta Gold” — a new hair color based on our unique “golden” hue that signals to the world that anyone who wears the hair live as richly as Velveeta tastes.

RESULTS
1.5 Billion impressions in less than a week
4300% ROI on media investment