The tween demographic presents a unique challenge in the world of marketing. No longer children, yet not quite adults, tweens navigate the digital age, making them an intriguing market segment. To address this, DMP embarked on a journey to create a distinctive communication strategy for Deka Roll, a snack brand, aiming to stand out in an already saturated market.

Tweens’ uniqueness stems from their transitional phase, where they are heavily exposed to the digital world. This insight formed the foundation of our creative execution to engage and resonate with this dynamic group.

DMP conceived a strong yet playful communication approach to set Deka Roll apart and capture the attention of tweens. To achieve this, we introduced two captivating characters: Durian and Cheese. These whimsical characters, representing the key ingredients of Deka Roll, became the focal point of our communication leading to high engagement, memorability and consistency ensuring brand recognition and reinforcing the brand’s identity.