“What we wanted to depict was [Fox] Use it as an icon, but don’t make it look creepy. We trusted her, but she also provided her input to ensure we achieved that iconic look of hers,” Hess said.
Reaction to Foxx’s debut permeated pop culture. On the day of its release, this stunt earned him a social rating of 51.3% positive and 47.6% neutral, and to date has earned him over 1 billion media impressions.
Since then, a Johannes Leonardo employee has spotted a young woman wearing the hair color on the New York subway, and the agency’s communications director has dyed her own hair Velveeta yellow. “That was really impressive,” Hess said.
Beyond the buzz surrounding Fox’s Belvita hairstyle, Vance said the brand is seeing La Dolce Belvita grow its business, especially with younger consumers.
The brand added that it has the highest conversion rate from “consider” to “purchase” among millennials compared to other demographics. Among TikTok’s target audience, followers between the ages of 18 and 24 increased by 44% last year.
La Dolce Velvita spans a wide range of fields, from bar culture to fashion and beauty, and Vance said there are “nothing unexpected” going forward. What makes the campaign unpredictable and interesting, she noted, is that “different people live outrageous joy differently.”
Velveeta’s ethos means that “consumers play a role in bringing the brand to life,” Hess said. “We give them the tools to live a happy life for themselves.”
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