CONTEXT:
Nestea, a brand with Gen Z in its DNA, created more than just a product campaign—it launched an invitation to self-expression and self-empowerment, with a visual and conceptual twist that went beyond the digital space. #NoLabelJustFlavor turned a portfolio of flavors into a cultural movement where every social label becomes a superpower.
We made the switch from flavors to personality traits.
For Gen Z, authenticity is essential—flaws and all.
#NoLabelJustFlavor became the symbolic gesture through which Nestea removed its own label, allowing the world to see the product in its true flavor.
Just like every one of us has carried a label at some point, that label becomes a superpower when it’s embraced.
From a development and implementation perspective, the campaign built a dynamic visual language in Y2K style, combining video content, illustration, and 3D elements. Each Nestea flavor was paired with graphic elements and “labels” that target consumers identified with:
• “Basic” – Forest Fruits
• “Sour” – Lemon
• “Different” –” – Pear & Lychee
• “Extra” – Mango Pineapple
• “Soft” – Peach
The campaign then moved offline, coming to life through collectible patches—labels transformed into wearable statement pieces. To win them, users had to share what “label” they had been given (or still carry).
