With explosive sweetness from chocolate and mint combined, Dynamite is on its way to rock Gen Z’s “me time” world and blow all the unwanted disruptors off!
Hard candy as the momentary escape:
- Crunchy, small, long lasting in the mouth.
- At school, with friends or during classes.
- Disruptors could be teachers, classmates or anyone who could be a kill-joy.
Chewy candy as the entertaining stimulation:
- First cracking the coating, then slightly chewing, then letting the candy melting in the mouth.
- At home, alone.
- Disruptors could be controlling parents or annoying siblings.
With different “Dynamites”, we’ve got different kinds of exploding!
This would set the tone for our poor introvert Gen Z teenagers to react towards the disruptors
with a BANG!
Studying them, we recognized that
Teenagers, like people of all age groups, desire to have “escape time”
‘Escape time’ is when they can be by themselves, free from distractions and responsibilities, and engage in activities that bring relaxation, and temporary relief:
from mindless activities like scrolling through social platforms, games, to favourite hobbies like dancing, reading, music, etc
Now that we know how important ‘Escape time’ is to them,
it’s the time that everybody looks forward to spending time for themselves, relaxing and enjoying your hobbies.
but…
However, there’s a discovery that when we chew Dynamite candies, our faces will display chaos of expressions accordingly to the “inner explosion”:
Somehow, it’s giving “Do not disturb!”.
associate creative director: raven ngo, thuy dao
art director: fa fah (dung trinh)
copywriter: chau huynh
chau huynh 
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