Despite becoming known as a Super Bowl party staple, Velvita’s sales declined in both 2018 and 2019. It then saw an unexpected 24% sales increase in 2020 as people stocked up on long-life foods during the coronavirus pandemic. This was a turning point, an opportunity for brands to turn temporary momentum into long-term appeal.
“Velveeta was a very dusty brand until 2021. We had lost a lot of magic and charm,” Vance said. “We needed to find a way to create relevance in the lives of future young consumers.”
Velveeta’s marketing team researched their target audience, Gen Z and Millennials, and uncovered some truths. The first is that many people see Belvita as “the epitome of an acceptable luxury, a ‘hit’ food,” Vance said. “I found this quote: ‘Sex is great, but have you ever taken Velvita?'”
The survey also revealed certain attitudes among the younger generation. They want a life that prioritizes joyful moments and experiences,” Vance said. “Some people said, ‘I think of my body as an amusement park, not a temple.'”
By connecting the dots between the cheesy goodness of its products and the youth’s thirst for experiences, the brand found its purpose. It’s a joy wingman,” Vance said.
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The name of the brand platform, “La Dolce Velveeta,” is inspired by Fellini’s 1960 classic film La Dolce Vita, which means “La Dolce Vita” in Italian. Michael Hess, creative director of Velvita’s advertising agency Johannes Leonardo, said Sylvia, one of the film’s main characters, is an electric, free-spirited actress who has “embraced an unapologetic lifestyle.” It is said that
In that spirit, Belvita and the agency designed a campaign that “embraces people who are themselves, live their lives unapologetically, and make bold statements,” Hess said.
