HVRxHVR

About the Work Everybody loves the serious flavor of Hidden Valley Ranch, but Gen Z no longer craves flavor alone; they crave the hype that comes with it. They’re willing to pay exorbitant prices for brand collab hoodies, wait hours for entry into exclusive brand collab events, and race against bots online for the chance to cop brand collab sneakers. To connect with the next generation of Hidden Valley Ranch consumers, we wanted in. But instead of doing the predictable and collaborating with a sneaker brand or hyped-up celebrity, we decided to subvert hype culture and take it to a level of absurdity we knew our audience would appreciate by collaborating with the only brand in the world as serious about flavor as Hidden Valley Ranch. Hidden Valley Ranch. In collaboration with themselves, Hidden Valley Ranch Double Ranch was born with double the herbs, double the spices, and double the flavor. But doubling the recipe wasn’t enough. We even doubled the bottles by fusing them together to create an ‘X’ that pokes fun at the ‘X’ found at the center of every other brand collab. An exclusive drop of Hidden Valley Ranch Double Ranch took place at the mecca of hype culture and brand collaborations, ComplexCon. While other brands bought booths for their drops, we used a one-of-a-kind Snap lens that transformed every ‘X’ within their brand collabs into our ‘X’ shaped bottle. The lens led to an in-app purchase experience where ComplexCon attendees could score one of the Double Ranch bottles, effectively turning every booth into a Hidden Valley Ranch booth. By dropping the world’s first self-collaboration, we were able to subvert hype culture and connect with a younger audience while simultaneously proving the only thing Hidden Valley Ranch takes seriously is flavor.