Connect a new range of sour products with a new generation of kids — without defaulting to a typical TV-driven kid marketing approach was no easy task. Through our test & learn experimentation we were able to define the highest-potential micro-audiences within the broad range of Gen Z kids. After identifying the best-performing content and best-performing media partners and platforms, our learning informed creative and media improvements prior to scaling. A range of content tailored to the interests of the micro-audiences, all aligned to a new insight and brand purpose. This resulted in huge awareness gains, engagement and earned impact exceeding averages on all platforms.