KEEPING IT FRESH BY HELPING GEN Z SHOW THEIR TRUE COLOURS
keeping ‘keep it fresh’, fresh
Vigorsol’s platform — Keep It Fresh — had always stood for rebellious self-expression. But the codes of rebellion had changed. Back in 2019, Gen Z wanted to break free from the linear path to success and discover who they were. Post-pandemic , things had changed. They weren’t trying to “find themselves” — they knew exactly who they were. The problem was: the world wouldn’t let them be it.
Our job was to evolve a platform built on self-expression to reflect a generation now held back by fear of judgment.
THE CULTURALSHIFT
Rebellion was no longer loud or performative. It was raw. Private. Personal.
Not “notice me,” but “accept me.”
Not “break the rules,” but “break free from the labels.”
THE INSIGHT
In a world obsessed with appearances and perfection, what scares Gen Z most isn’t standing out—it’s being seen.
Our research showed that Gen Z no longer need help expressing themselves. They need the confidence to reveal who they already are — flaws, moods, weirdness and all — without the fear of judgement.
The STRATEGY: From look at me to let me be
We reframed freshness as a function, to freshness as a force — an emotional trigger that arms young people with the confidence to show up as their full, unfiltered selves.
This took the the brand from a space of self-discover to self-liberation and evolved the meaning of Keep it Fresh: From confidence to try new things to confidence to show who you are. We kept the heart of “Keep It Fresh” — but gave it a new soul.
The WORK: The transformative power of fresh breath
Cue: eye-bleach-worthy internet humour meets deodorant-ad energy.
The campaign pushed absurdism, humour and bold aesthetics to new extremes — creating a hyper-real society of mannequins, where fitting in is the law and being human is… terrifying.
Until, of course, someone chews Vigorsol and dares to be real. The film dramatises the fear of being seen, the courage of self-revelation, and how freshness (in all its surreal symbolism) becomes a superpower of liberation. The tone? Unapologetically Gen Z. Confidently offbeat. Totally Vigorsol.
The Results
The new iteration of Keep It Fresh reconnected the brand with Italian Gen Z — driving distinctiveness, cultural relevance and a big behavioural leap forward.
Outperformed category benchmarks on uniqueness and emotional cut-through
Became one of the most talked-about gum campaigns of the year in Italy
Cemented “freshness” as both sensorial and symbolic