ESE Agency and Denner tap Gen Z rap star for social media campaign

The popular rapper Jule X is a good fit for Denner. The Zurich-based agency ESE Agency agreed. For the social media campaign, they even bring the right hair care products to customers.

Festival appearances, a nearly sold-out tour, millions of streams, Gen Z hype, mullet trendsetter, celebrated party anthems – and with his hit «Zistig», Jule X has definitively transcended the urban community. Now, ESE Agency has enlisted one of the country's most recognizable hairstyles for Denner's social media moves.

This collaboration isn't far-fetched: Jule X embodies the discounter's values like no other. The Bernese rapper always presents himself as quick-witted, cheeky, self-assured, and self-deprecating. The newly released three-part video series for TikTok strikes exactly these notes.

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As a Promo Stunt: His Own Shampoo?

In one clip, the rapper, equipped with cardboard cutouts, tries to sell his own shampoo and conditioner at Denner. The videos are packed with detailed references to the artist's songs. For example, the products bear the brand name «Vöku» – what Jule X affectionately calls his hairstyle. The (fictional) producer is Harzkopf, which fits the Bernese's work-shy image. These cultural marketing content pieces are a hit. One user writes: «I had a bald head for years – until I tried Jule's Harzkopf; after one shower, a Vöku grew on me,» and another: «Jule X marketing played through.» It seems the Denner TikTok community is keen on a Jule X hair care line.

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Artist, Cashier, Cook

In the other clips, Jule X conjures up his «10 CHF Struggle Meal» using Denner products. The inexpensive burger is authentically fried in front of his regular branch. As a cashier, he serves Denner customers – and is only allowed to use his own rap lyrics.

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Between Scene Know-How and Trend Awareness

Among other things, the Zurich-based agency ESE Agency has been managing Denner's TikTok channel for over a year. The collaboration with the rapper didn't happen by chance: Creative Director Elia Binelli has a deep understanding of cultural phenomena due to his previous work in the music industry. Combined with a finger on the pulse of the times and a feel for the Denner brand, this extraordinary collaboration came to be.

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