Awards Central Asia — 2025 /
DIGITAL&SMM /
Special Project
Agency
ayva universe
Client
Shoro
Description
An established market leader with a core audience aged 35–44 launched a new line of flavored water aimed at Gen Z — but the legacy brand image felt outdated and uncool to younger consumers. The parent brand couldn’t risk alienating , so the new line needed a distinct identity. The task: build a fresh, culturally relevant presence from scratch and attract a Gen Z audience that doesn’t follow brands, avoids direct advertising, and defines itself through ever-shifting subcultures.
We launched a special project — a short-form show featuring popular influencers playing fun, product-related games. The format was inspired by MrBeast-style challenges, tailored for Reels and TikTok. This fast-paced, high-energy content aligned with Gen Z’s media habits and helped position the new product line as fresh, fun, and culturally relevant.
And it worked — big impact, small budget. • 3.5M+ reach in less than a month • 90K+ engagements — likes, comments, saves, and shares • +10K new followers — all organic All achieved with a budget under $5,000. We showed that even a legacy brand can break into Gen Z culture — with the right tone, the right format, and the right faces.
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