Zweifel and Jung von Matt Limmat are looking for people with a sixth sense for chips

Six new flavors. All with the same look, numbered from 1 to 6. But who can find out which ingredients are hidden behind the mysterious flavors? On Monday, Zweifel is launching the Sixth Sense Challenge throughout Switzerland. At the heart of the campaign are six newly developed chip varieties that are designed to put Zweifel fans' senses to the test. They are labeled with a number instead of their flavor.

The many hints on social media also refer to this. With the help of these hints, you can even prove your sixth sense for chips without having to try the new chips yourself. Tastings by Swiss influencers are just as helpful as thematic Spotify playlists or macro recordings of the ingredients. Those who prefer to rely on their own sense of taste can find the collection in the Zweifel online store.

Different trends in one campaign

With the campaign, Jung von Matt Limmat breaks new ground for Zweifel and integrates various current trends. For example, some references are whispered as ASMR content or packed into playful short videos of well-known influencers.

An equally black-and-white Sixth Sense pattern was developed by Studio Tom Pfister as the overarching campaign look, which is reflected from the packaging of the new flavors to the campaign hub and animated social media elements.

Digital Art and NFT

All the threads of the campaign flow to Sixth-sense.ch together. Here, fans can take part in the challenge and see all the clues to the individual flavors bundled together. Those who actually guess all of them correctly, thus proving their sixth sense for chips, will not only get the chance to win "Chips for Life" but also immediate access to the digital Sixth Sense Art Collection. This was developed by Ozelot Studios, just like the first doubt NFT. Only those Zweifel fans who have correctly guessed all six flavors can apply for the latter.

The campaign starts on Monday on Instagram, Facebook and TikTok in German and French and runs until mid-October. It is accompanied by the current Zweifel umbrella campaign, which is present with TVCs, OOH and DOOH measures (Werbewoche.ch reported).

INTERVIEW

"An idea that corresponds to the current zeitgeist".

Philip Honegger, Head of Marketing & Communications at Zweifel, and Annette Häcki, Executive Creative Director at Jung von Matt Limmat, on collaboration, surprises and innovation in traditional companies.

Werbewoche.ch: Zweifel launches the Sixth Sense campaign, activating all Zweifel fans to prove their sixth sense for chips. How did the idea for this come about?

Philip Honegger: The idea came about as a result of close collaboration between the communications managers at Zweifel and Jung von Matt Limmat. It was very important to us to value and involve our consumers even more. After all, we may be chip experts, but our customers are experts in eating chips.

Annette Häcki: We work with Zweifel in a close collaboration model in which we constantly challenge and fire each other. This setting provides the breeding ground for a project like "Sixth Sense". It would not have been possible without such intense collaboration. The complexity of the project was enormous, as was the number of people involved.

At the heart of the campaign are six new chip varieties. How were the flavors selected for this? Are they ones that fans have been asking for for a long time?

Honegger: We are deliberately going for the surprise effect here. The new flavors therefore do not build on existing varieties and are rather unusual for chips. Which of course makes the whole thing more difficult, but also much more exciting and entertaining.

Häcki: And entertainment is, of course, the goal. It's not about launching new varieties as successfully as possible. Instead, Zweifel fans should engage with the flavors in a playful way and with all their senses, and have fun in the process.

The campaign has a strong presence on social media. What elements does the campaign have?

Honegger: We are very broadly positioned - and not just on social media. For this campaign, we are working with attention-grabbing OOH, DOOH, TV and POS activation, with tasty product samplings and, of course, with involving social content. Aimed at an extremely broad communication target group, but designed and controlled specifically for each group.

Häcki: It was important to us that the campaign works easily and quickly, no matter where the entry point is. Be it via an influencer's post or a trial pack. You shouldn't and don't have to feel how comprehensive the story is and where it takes place. Every single user journey should feel intuitive.

What does this social content look like?

Honegger: Here, too, we are very diverse. For example, there are ASMR clips, short for Autonomous Sensory Meridian Response, playful short videos with influencers or macro shots of the ingredients of the new varieties. Here too, of course, the aim is to activate many different senses.

Part of the campaign is, among other things, a Non-Fungible Token. How did the idea come about?

Honegger: One of Zweifel's core values is our pioneering spirit; it is part of our DNA, so to speak. Therefore, it was absolutely fitting for us to realize an idea with the Zweifel NFT that corresponds to the current zeitgeist.

Häcki: Of course, not all chip fans know what an NFT is. That's clear with a trend like this, and it's not even necessary. The logic behind the User Journey is that the longer fans engage with Sixth Sense, the more they are rewarded. Only people who correctly guess all six chip flavors can apply for the NFT. Likewise, the digital Art Collection can only be downloaded by those who have proven their sixth sense for chips. The competition is open to anyone who can correctly guess at least one flavor.

Responsible in case of doubt: Gina Chiellino (Marketing Coordinator), Marina Domazet (Digital Media & Content Manager), Pia Gaube (Media & Project Manager), Stephanie Hagg (Product Manager), Marc Brändli (Digital Marketing Manager), Philip Honegger (Head of Marketing & Communications). Responsible at Jung von Matt Limmat: Cla Campell (Text), Luca Schneider (Art Direction), Ian Musgrove, Jan Theus, Mutasin Grabenhorst, Joelle Hauser (Graphic Design), Florence Scherer, Anne Muhl (Strategy), Jeannine Schnetzler, Alexander Thöny (Social Creation), Adam Keel (Social Video Production), Arianne Dedual, Linus Konetschnig (Future Creative Leader Trainee), Melissa Diday, Marcel Walzl (Project Management), Christoph Kinsperger (Executive Strategy Director PR & Content), Annette Häcki (Executive Creative Director), Cyrill Hauser (Chief Client Officer). Responsible at Jung von Matt Impact: Carina Müller, Gabriela Oetliker (Online Marketing Manager), Dominik Habermacher (Managing Director). Responsible at Jung von Matt Services: Jlona Kopf, Chiara Killer, Lisa Moser (media realization). External partners: Studio Thom Pfister (pattern and logo design); Ozelot Studios: Manuel Fischer, Sebastiaan Cator, Johannes Koeberle (3D rendering and sound design); COBOLT NetServices: Dev Gadgil, Kevin Meier (web development); Tonstudios Z (sound recording).