“Safetea” for IVA

Young employees in bakeries and confectioneries are at a high risk for workplace accidents. The challenge? Gen Z is notoriously hard to reach with traditional prevention campaigns. To grab their attention, we didn’t send a brochure but created a lifestyle drink: SAFETEA. For IVA (Interkantonale Verband für Arbeitnehmerschutz).

Custom-made for the baking industry, SAFETEA featured a unique Black Forest Cake flavor. It was designed not just to give an energy boost, but to serve as a physical bridge to our digital prevention platform. We distributed 4,000 limited-edition cans via direct mailings to businesses and through targeted sampling to the youth.

To ensure a real dialogue, food and gaming influencers introduced SAFETEA to their communities. We even took it a step further into the digital realm by making SAFETEA an in-game collectible in Fortnite. Proving that safety communication can actually be cool.