Del Monte: Rant

Legacy juice leader Del Monte aimed to captivate Filipino Gen Z by introducing Del Monte Fruity Zing, its first duo-flavored on-the-go drink.

However, Del Monte's established image of canned and large tetra-pack juices hindered Filipino Gen Z from relating to the brand.

So, we brought zing into adulting! We positioned Fruity Zing as the perfect pick-me-up to combat Filipino Gen Z's daily adulting struggles.

Leveraging Filipino Gen Z's love for absurd humor, our launch film portrays their unique way of coping with adulting: epicly long rants at each other!