New ION Break Flavor x LEX

ION Break delivered one of the year's most talked-about brand moments, unveiling through its collaboration with LEX the new bougatsa flavor 2310 by SNAGZ. The new limited-edition flavor began appearing at selected locations in recent days, featuring custom, ultra-fresh packaging. A launch that went beyond the boundaries of classic advertising communication and evolved into a benchmark for the modern Greek market.

Behind the campaign, creative studio NMR.CC took on the creative concept, art direction, and production, capturing with an authentic street aesthetic the brand's connection to contemporary culture. At the same time, Sleed led the digital media strategy and digital campaign management across YouTube, TikTok, Instagram, Programmatic, and Connected TV, ensuring the creative message reaches audiences at the right moment, in the right environment, and at the right scale.

From the outset, the campaign and project team were supported by the Dynasty Group Athens team, with synergies and activations across both digital and physical spaces.

The new campaign video will roll out in the coming days. The NMR.CC and Sleed project teams will continue the campaign's digital rollout with new materials, new collaborations with content creators, as well as an arcade-inspired game that will transport consumers into the "universe" of the new bougatsa flavor 2310 by SNAGZ.

Alexandros Kossyvas, Partner and CCO of Sleed, stated: "In the Greek market, it's rare for a brand to choose the path of true disrupt, the path of an authentically fresh campaign. In the case of ION Break, this became possible only through NMR.CC's 'filter' and perspective. For us as digital experts, when a brand creates an authentic cultural moment, the challenge isn't the hype - it's how you support it, scale it, and sustain it. In this campaign, the digital media strategy functions as the 'scaling' mechanism that turns interest into mass commercial reach."

Giorgos Roussos, Co-Founder of NMR.CC, stated: "We were never interested in simply creating yet another campaign. From the beginning, our collaboration with ION Break and Sleed aimed to shape a real cultural moment - something that belongs to today's world and not to the logic of the classic advertising approach. For us, the goal was to capture this energy with authenticity, without filters and without 'advertising safety nets.' The universe created around the new product is a statement that Greek brands can speak the language of today, actively participating in shaping trends."