rivella P3ACHY
The idea was to introduce P3ACHY, a rapping peach and newcomer artist. The perfect match came with Swiss rapper EAZ, whose hit “Juicy” was reimagined as “Peachy”, featuring P3ACHY as the newcomer rapper. A teaser phase with Gen Z influencers built the hype, followed by extensive social media content, festival appearances and live performances that brought P3ACHY to life as a brand character — viral, visible and part of Gen Z culture. My role spanned the campaign from concept to execution: developing the initial idea and P3ACHY’s visual identity through AI generation, shaping the social-first approach, selecting relevant Gen Z influencers, and developing storyboards, content formats and ongoing activations — from Vox Pops and trends to festival content.
1. Spotting
For the teaser phase, we partnered with Swiss influencers relevant to the Gen Z community to create mysterious P3ACHY sightings across Switzerland — first in Zurich, then in Lausanne. The sightings quickly gained traction online, with people taking photos, sharing the character on social media and speculating about who — or what — this peach character was.
@dariocars
@anjaaslife
@eazofficial
2. Music Video Collab
The launch featured a collaborative reel and music video across social platforms, including Instagram and YouTube, alongside the official song release on Spotify.
3. Festivals
Throughout the campaign, P3ACHY became part of Swiss festival culture, appearing at events like OpenAir St. Gallen and Heitere, taking part in trends, voxpops, challenges and live performances. The goal was to keep P3ACHY active and relevant by integrating the character into Gen Z culture and the moments that mattered to the community.
