Takis wanted to break into the Portuguese market and quickly establish itself as a bold, culturally relevant brand for Gen Z. The brand wanted to be seen as an intense, impactful and desirabled brand.

Takis wanted to break into the Portuguese market and quickly establish itself as a bold, culturally relevant brand for Gen Z. The brand wanted to be seen as an intense, impactful and desirabled brand.

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To build hype ahead of the launch, we created two weeks of mystery and anticipation under the hashtag #DeixaArder, using unbranded influencer content to spark curiosity among Gen Z. The buzz peaked with a secret live showcase hosted by Gen Z icon and brand ambassador Chico da Tina. Over 100 personalised invites were sent to influencers and key tastemakers to fuel intrigue and drive conversation. To maximise impact, event-specific content co-created with influencers was released just 30 minutes after the event began, aligning perfectly with the brand reveal.