The Challenge
Launching the new Wedel Snack line meant reaching the youngest consumer groups – audiences immune to traditional advertising, who until now associated Wedel mainly with classic chocolate bars.
The campaign needed a strong, contemporary musical theme rooted in current hip-hop trends – one that would unify a series of films shot at summer music festivals.
What We Did
We translated the campaign's visual language and festival energy into a unique sonic code. Instead of reaching for repetitive stock tracks, we produced the entire audio from scratch:
Custom composition
We composed and produced a contemporary, club-ready hip-hop beat, drawing on sounds rooted in pop culture – tracks like OIO's "Worki w tłum" and Pezet's "Magenta".
Musical Voice Tags
At the festivals, people trying the new flavors shared spontaneous reactions. We turned those voice samples into Voice Tags woven directly into the beat – working closely with the editors at Szaban Produkcja.
Sound design and signature
We completed it all with custom sound design and the lead tagline "What the Snack", tying together every video asset across all channels: TikTok, Instagram, YouTube.
Listen
Video
The Result
The Bronze Effie 2024 confirmed the campaign's business impact. The original track and Voice Tag system created a unified sonic identifier that connected the Wedel Snack brand with a dynamic, youth-driven context.
Why It Works
Brand-music congruence
With Gen Z and Gen Alpha, traditional declarative messaging loses power to authenticity and cultural fit. A contemporary club beat combined with samples of their peers' voices builds a congruence that meaningfully closes the distance to the brand and lifts emotional engagement.
Distinctive brand asset
Consistent repetition of the short vocal signature "What the Snack" works as a distinctive brand asset. Engaging, custom sound design improves retention metrics and counters brand-memory fragmentation in fast-scrolling content.