The Insight
Gen Z’s relationship to comedy (and therapy) is going strong. 94% of Gen Z prefer brands that use humor, and they’re also 47% more likely to go to therapy than other generations.
Kraft Mac & Cheese
Get Gen Z to channel that comforting Kraft Mac & Cheese feeling as they navigate adulthood.
Gen Z’s relationship to comedy (and therapy) is going strong. 94% of Gen Z prefer brands that use humor, and they’re also 47% more likely to go to therapy than other generations.
The Solution
Introducing “Thera-Cheese”: a custom NYLON program where adulthood is the ailment, laughter is the prescription, and a warm bowl of Kraft Mac & Cheese is the cure.
Anchored by a social video series, our program tapped mega-influencer Jake Shane to host a series of “Thera-Cheese” sessions that encouraged Gen Zers to help themselves through the challenges of early adulthood. A crew of Gen Z influencers amplified the comforting message via “storytime” TikToks and humor-driven memes, helping to build a connection between NYLON’s audience and Kraft Mac & Cheese.
