The challenge

It all began with La Dolce Velveeta, a rebrand that dared consumers to see cheese as the apex of pleasure. My team was tasked with building on Velveeta’s La Dolce Velveeta rebrand by designing bold, experiential brand acts that would embed the cheese brand into Gen Z culture as their ultimate pleasure wingman. Our challenge was to tap into this generation’s unapologetic appetite for joy, spark authentic buzz and conversation, and make Velveeta synonymous with living deliciously unrestrained, transforming passive awareness into active craving.

My Teams Solution

Faced with the challenge of embedding Velveeta into Gen Z culture as the ultimate pleasure wingman, our team tapped into what this generation truly craves: connection, authenticity, and indulgent fun. Through research, we found that Gen Z isn’t shy about treating themselves—and they’re hungry for experiences that feel exclusive, meaningful, and bold. That insight led us to Cheesescape, a secret, one-of-a-kind speakeasy in New York City designed to immerse guests in a world of unapologetic pleasure. Hidden below a yellow phone booth, Cheesescape invites Pleasure Seekers to craft gourmet fondue creations, explore our VIP speed dating experience—The Melted Hearts Hideaway—and connect through laughter and vulnerability with our original card game, Cheesy Confessions. In partnership with digital storytelling powerhouse CUT, we brought their iconic speed dating series “The Button” to life just in time for Valentine’s Day, complete with on-site filming and viral video content. With riddles, golden invites, and unforgettable moments, we turned Velveeta into more than a cheese—it became a catalyst for connection, desire, and joy.