Loacker
Strawberry Manifesto
A generational label, turned into a generational statement. With Loacker Strawberry, we gave Gen Z the floor, letting them write the story themselves.
THE CHALLENGE
“Strawberry Generation” is a term born in Taiwan in the early 2000s to label a generation that looks good but bruises too easily, too fragile to handle the real world. Over time, the label found its target in Gen Z. The challenge was to launch a new product, Loacker Strawberry, in a way that felt genuinely meaningful to that audience. Something that started with them, and moved outward from there.
THE IDEA
We took the label and handed it back. Strawberry Manifesto was built around a simple, powerful mechanic: Gen Z could respond to the stereotype in their own words, one statement at a time, building a collective manifesto. A 25" launch film, mixing traditional footage and AI-generated visuals, launched the campaign: it named the label, held the tension, and stepped aside. Two TikTok creators and a editorial partnership did the rest.
Client Objectives
- Launch Loacker Strawberry with cultural relevance among Gen Z
- Transform a generational stereotype into a platform for community participation
- Generate authentic UGC through an accessible, scalable campaign mechanic
- Build brand affinity through a values-driven creative approach
- Establish TikTok as a primary brand channel for Gen Z engagement
The Launch Film The campaign opened with a 25" film that blended real footage and AI-generated visuals: two languages working together without showing the seam. The film set the territory: it named the stereotype, threw a provocation at Gen Z, and asked the question. Then stepped back.
Creator Activation Eleonora Arcidiacono and Jennifer Serpi launched the manifesto mechanic on TikTok, sharing their own statements to show the format and invite the community in. Their content was amplified through TikTok Top Feed and Pulse, ensuring the campaign reached well beyond their organic audiences
Webboh Partnership Webboh, one of Italy’s most trusted Gen Z media properties, joined the campaign as an editorial partner. Through dedicated talking-head video content and on-field interviews, they traced the origins of the “Strawberry Generation” label and framed Loacker Strawberry’s launch within a broader cultural conversation.
The Community Manifesto
The heart of the campaign was the #StrawberryManifesto hashtag. Thousands of young people contributed their own statements: real contradictions, real frustrations and real stories. The collected voices were shaped into a final manifesto: a document written by the generation it belongs to.
The manifesto found its home on a dedicated landing page on loacker.com, the central repository of the entire campaign. On TikTok, the manifesto was published as a standalone video, bringing the community’s collective voice back to the platform where it was born. On social, the best statements were turned into standalone content, extending the campaign’s life beyond the launch window and giving individual voices the visibility they deserved.
