The most difficult demographic to sell to was the Gen Z. It is tough to crack their humor and tough to understand their behavior. Their tendencies are so random, it’s hard to put a check on them. So therein lies the insight. The tagline: ‘Whatever!’ was a gold mine for funny stories.

It was so effective that the media could not decipher what it was. It helped give us more press than what we needed. More importantly, it drove a 25% increase in sales days after the launch.

This even landed me my first interview (that is not advertising related).

What a ride.