Albanese Gummi Bear Campaign
Campaign Concept & Development
Creative Strategy
Brand Positioning
Art Direction
Social Media Content Design
Problem:
Albanese Gummi Bears had built a loyal customer base, but they were missing a connection with Gen Z women (ages 22–27)—a socially influential and experience-driven demographic. Despite the product’s unmatched quality, the brand lacked a voice that resonated with this generation’s desire for boldness, self-expression, and meaning.
Albanese Gummi Bears had built a loyal customer base, but they were missing a connection with Gen Z women (ages 22–27)—a socially influential and experience-driven demographic. Despite the product’s unmatched quality, the brand lacked a voice that resonated with this generation’s desire for boldness, self-expression, and meaning.
Solution:
“POKE THE BEAR.” This campaign flips a classic saying into a cultural statement—inviting Gen Z to take risks, be unapologetically themselves, and challenge the status quo. The phrase reflects the rebellious, independent spirit of today’s young women while cleverly tying in the irresistible temptation of Albanese’s soft, juicy gummi bears. Through punchy visuals, playful copy, and interactive touchpoints, the campaign became more than an ad—it became a call to action.
“POKE THE BEAR.” This campaign flips a classic saying into a cultural statement—inviting Gen Z to take risks, be unapologetically themselves, and challenge the status quo. The phrase reflects the rebellious, independent spirit of today’s young women while cleverly tying in the irresistible temptation of Albanese’s soft, juicy gummi bears. Through punchy visuals, playful copy, and interactive touchpoints, the campaign became more than an ad—it became a call to action.
Impact:
“POKE THE BEAR.” didn’t just introduce Albanese to Gen Z—it ignited a movement. The campaign redefined the brand’s relevance, sparking bold conversations and creating a new identity for Albanese as the go-to gummy for confident, fearless snackers. Albanese didn’t just enter the Gen Z space—they owned it.
“POKE THE BEAR.” didn’t just introduce Albanese to Gen Z—it ignited a movement. The campaign redefined the brand’s relevance, sparking bold conversations and creating a new identity for Albanese as the go-to gummy for confident, fearless snackers. Albanese didn’t just enter the Gen Z space—they owned it.
Art Director: Mia Wang (Me!), Copywriter: Bonnie Young, Accounts: Jaelynn Jackson
