Introducing Jolly U: Jollibee’s new web series taps into Gen Z
Jolly Hotdog takes the stage in “Extra Saya” teen-centric episodes.
This week, the Philippines’ #1 fast-food brand, Jollibee launched Jolly U, a series of online videos depicting comical ways of teens going the extra mile in even the most mundane of tasks and situations.
The Jolly U series brings together modern Pinoy teen archetypes that one will usually find in a university or college setting, but each of them offer an exciting twist to viewers’ typical expectations. In the video below, the jolliest university in the world introduces us to its Bee Happy mission and some of its top students including The MVP, The Pogeek, The Coolokoy and The Heartist.
Today’s Filipino teens are “harder to impress” than older generations, as shown by recent studies.1 Growing up with a wider range of opportunities thanks to the digital landscape, the trends and technologies that older generations used to think were amazing are now perceived as standard and ordinary by teens who get exposed to them on a regular basis. For this reason, young Pinoy digital natives look forward to going over and beyond or—in their own terms—“extra”, in all aspects.
“We took the time to get to know our teens and what makes them tick,” shares Francis Flores, Jollibee Global Chief Marketing Officer and Philippines Head of Marketing. “For Gen Z, being ‘extra’ is about going over-the-top and putting more fun into anything and everything.”