snapdragon foods x hypebeast fashion collab
Growing brand awareness through cross-category passion points.
Problem:
Snapdragon was a relatively new CPG ramen noodle brand looking to introduce itself with an unexpected, bold marketing approach. Unlike their biggest competitors at the time, they wanted to lean into their playful nature to connect with a new audience and build brand awareness.
Method:
Through primary market research and industry data, we discovered that their target was in line with the growing 18-24 year old gamer audience at Hypebeast. Furthermore, this Gen Z gamer audience is disproportionately diverse in terms of passion points and interests: they love fashion and pay special attention to their purchases, such as keyboard accessories.
Role:
We brainstormed, pitched, and sold a collaboration for Snapdragon with a funky, emerging fashion brand built on food-inspired designs - Carrots. Through this partnership, Snapdragon designed and produced a limited edition hoodie that speaks to their noodles - borrowing Carrots’ cultural cache and existing customer base. This hoodie was designed to pique the interest of the quirky, fashion-forward gamer audience and build a natural brand affinity for this new brand.
Results:
The collaboration campaign launched in Feb 2023, aligning with New York Fashion Week — a peak high-traffic moment for the publication. It exceeded benchmark metrics. In addition, it trended as a top story on Hypebeast.com, which outpaced organic content.
Product: Snapdragon Spicy AF Ramen
Publication: Hypebeast
