The Ask
Reach Gen Z through a fashion partnership that brings the “La Dolce Velveeta” mindset to life, while amplifying Velveeta’s collaboration with George the Jeweler.
Velveeta x George the Jeweler
Reach Gen Z through a fashion partnership that brings the “La Dolce Velveeta” mindset to life, while amplifying Velveeta’s collaboration with George the Jeweler.
Food and fashion collaborations are having a major moment, and with all eyes on NYLON Nights Fashion Edition, there's no better stage — and no better crowd — to propel the latest collab into the cultural conversation.
The Solution
Velveeta joined NYLON to kick off New York Fashion Week at the hottest party on the circuit: NYLON Nights Fashion Edition. Velveeta invited partygoers to “Own Their Drip” with a live art performance by Mr. Dripping, who created a canvas paying homage to Velveeta’s bold color and indulgent flavor. Three fashion influencers attended the event on behalf of Velveeta and arrived in their limited-edition Velveeta x George the Jeweler Lip Drip Cuff.
The Results
Velveeta earned social impressions
total event reach
