With the campaign 'Kill the Flavor', STËLZ challenges its community to decide which flavor should be removed from the assortment.

With the campaign 'Kill the Flavor', STËLZ challenges its community to decide which flavor should be removed from the assortment. In collaboration with Kees van der Spek, engagement is created in a radical, playful, and interactive way. Fans vote via Instagram for their least and most favorite flavor and have a chance to win a €5000 cash prize.

With flavor ambassadors, creative challenges, and a spectacular farewell to the losing flavor, STËLZ sets a new standard in consumer engagement and co-creation. The campaign generated 21,382 votes (interactions), ultimately leading to the elimination of the grapefruit flavor.

The highlight was an exclusive funeral party in Amsterdam with 700 guests and a memorial ad for the lost flavor in Het Parool. Overall, the campaign resulted in an unprecedented 4.4 million organic online views.

'Kill the Flavor' is a bold campaign in which STËLZ gives consumers an active role in product development. Instead of simply removing flavors, STËLZ involves its fans in the process and turns it into an entertainment experience. By combining social engagement and humor, the STËLZ community is not only engaged but also motivated to actively participate in the campaign.

Phase 1: Announcement
STËLZ calls on its community to send a DM via Instagram with their favorite and least favorite flavor.
Campaign face Kees van der Spek (highly popular among the target audience) launches the campaign with a viral video where he ‘kills’ three flavors.
Influencers share the campaign through their own content to maximize visibility and engagement.
Phase 2: Activism for a Flavor
‘Flavor ambassadors’ are appointed, each responsible for defending a specific flavor.
The ambassadors carry out creative and playful campaigns to gather votes, ranging from stunts like bungee jumping to social media activations.
Phase 3: The Losing Flavor
The community decides which flavor will disappear through voting, with a total of 21,382 votes cast.
Kees van der Spek reveals the losing flavor – grapefruit – in a highly anticipated video.
In true STËLZ fashion, a grand farewell was given to the flavor with a funeral party in Amsterdam with 700 guests and a memorial ad in Het Parool.
Through this campaign, STËLZ not only creates engagement but also strengthens its rebellious, humorous, and community-driven brand image.

21,382 votes received, making it one of STËLZ’s highest-engagement campaigns.
4.4 million organic views, significantly boosting brand visibility.
700 guests attended the funeral party, creating a buzz-worthy offline event.
Increased brand affinity: The campaign reinforced STËLZ’s rebellious and humorous brand identity.
Expanded audience reach: Growth in followers and engagement, especially among Gen Z and Millennials.