Hidden Valley Ranch | HVR x HVR

Everybody loves the serious flavor of Hidden Valley Ranch, but Gen Z no longer craves flavor alone; they crave the hype that comes with it. They’re willing to pay exorbitant prices for brand collab hoodies, wait hours for entry into exclusive brand collab events, and race against bots online for the chance to cop brand collab sneakers. 
 
To connect with the next generation of Hidden Valley Ranch consumers, we wanted in. But instead of doing the predictable and collaborating with a sneaker brand or hyped-up celebrity, we decided to take the absurdity of hype culture to a new level with a stunt we knew our audience would appreciate by collaborating with the only brand in the world as serious about flavor as Hidden Valley Ranch: Hidden Valley Ranch. In collaboration with themselves, Hidden Valley Ranch Double Ranch was born with double the herbs, double the spices, and double the flavor. 
 
But doubling the recipe wasn’t enough. For our limited edition self-collaboration, we developed a unique design with double the bottles to create an ‘X’ that poked fun at the ‘X’ found at the center of every other brand collab.
 
An exclusive drop of Hidden Valley Ranch Double Ranch took place at the mecca of hype culture and brand collaborations, ComplexCon. While other brands bought booths for their drops, we used a one-of-a-kind Snap lens to turn every booth into a Hidden Valley Ranch booth. When ComplexCon attendees used the lens, they were given a chance to score one of the exclusive Hidden Valley Ranch Double Ranch bottles.
 
By dropping the world’s first self-collaboration, we were able to subvert hype culture and connect with a younger audience while simultaneously proving the only thing Hidden Valley Ranch takes seriously is flavor.