While lighthearted, the concept recognizes that the pandemic may keep people cooped up for several more months, driving demand for creative outlets.
Ads addressing activism, mental health and remote learning arrive in place of typically sunny seasonal fare, but they might resonate more with grounded Gen Z teens.
The position oversees digital marketing and media, consumer insights and IT transformation — areas seeing growing demand during the pandemic.
E-commerce sales grew 49% in the first half as labels like Knorr adjusted to pandemic trends — an indication of where the CPG giant could focus its dollars in H2.
Shot entirely over Zoom, the seasonal push is spearheaded by a cast of non-professional kids as part of the brand's #AExME platform.