Challenge: Santa Maria, a Scandinavian brand specialized in Mexican cuisine, aims to reach a younger, trend-savvy demographic.

Insight: 8 in 10 Gen Z claim that “being weird” is in, and prefer to be seen as “real” rather than cool. They seek for individuality and more spicy flavor options.

Idea: Santa Maria will launch Mala Maria, the untamed, “weird” sibling, combining Scandinavian ingredients with spicy accents from the globe. Rooted in self-expression, Mala Maria dares to embrace the quirky side and celebrates the “black sheep” spirit.