🚨 Remember dJuice?
The youth brand that actually felt like youth?
Back in 2010, Telenor took a bold step—handing over the reins of dJuice to fresh graduates through Adcom Leo Burnett
And guess what?
👉 It wasn’t the boardroom gurus.
👉 It wasn’t the “experienced” traditional marketers.
It was young graduates who made dJuice iconic.
I still remember—my very first number (0343…) was a @dJuice SIM. That brand was us. It spoke with the youth, not at them.
🔑 Why it worked:
Because youth created for youth. The campaigns, the energy, the activations—students and first-jobbers drove the voice, the culture, and the movement.
⚡ Fast forward to today…
• Jazz Veon? Failed.
• Onic? Couldn’t take off.
• Countless “Gen Z” campaigns? Forgettable.
Why?
Because brands today hand “youth marketing” to teams still stuck in traditional playbooks—throwing rappers into TVCs and using cringey slangs, hoping it sticks.
It doesn’t. Gen Z sees through it instantly
đź’ˇ The lesson from dJuice:
If you want to capture the youth, you can’t just “market” to them.
👉 You have to let them build it with you.
dJuice didn’t just sell SIMs.
It built a community, a culture, a movement—because it trusted the youth to create.
Just Imagine what would happen today if brands actually gave Gen Z the same freedom.
Do you think we’d see the next dJuice moment?
