The creative shop AIN’T launched DOZZ, the first soup in a can on the market

AIN’T  signed DOZZ’s launching campaign, branding and design. Produced by FoodVision, the natural soup in a can also brings with it a new product category, previously non-existent on the market.

Without preservatives or additives, in nine varieties (tomato, vegetables, broccoli, gazpacho, chicken, yogurt & mint, mushrooms, lentils), DOZZ is attacking a very dynamic market, full of challenges: the ready-to-eat meals segment, a market that is booming globally, which is growing particularly fast in Romania.

Addressing those who are always on the move, very busy people, but at the same time careful about their diet, who want healthy and tasty food, but also not to waste a lot of time preparing it, DOZZ surprises with its practicality and innovation.

The brand had to be built from scratch, as a challenger that brings a healthy alternative that helps the consumer not to skip meals and have a snack rich in nutrients, even if they are on the run. It’s a cheat code in everyday life.

Dozz is a revolutionary snack, an unique product. In a category deeply rooted in tradition, Dozz wants to reclaim its space. That’s why the creative concept brought by AIN’T is based on the first reaction that people will have when they find a soup on the shelf that challenges everything we know about soups. It will arouse curiosity. A soup in a can? Strange. But why not? After all, being different is refreshing.

The line “Just like soup in a can” emphasizes this curiosity with which we must look at new things. A curiosity that encourages us all to try something unexpected. Dozz comes to revolutionize a category, but also to make room for a little fun in the ultra-busy everyday life. When we forget to eat or forget about ourselves altogether. It’s time to reclaim our lunches each in our own way, even if that can be a little strange sometimes. Like a soup in a can.

A knight in a car wash? Why not! It would be great to see. And maybe one might just encounter it. Or a colleague who shows up in T-rex costume during office hours. Is it the busy schedule that gets out of his clumsy t-rex hands? Could be. Is it the fact that he is so hungry he could go extinct? Or that even the harshest days could use a smile brought by the presence of a T-rex in the office. Well, it might be absurd. But who can’t relate?

And if we’re stepping into the after-hours, we’re going to meet the dancing nun. She might be an unexpected presence in a rave. But why shouldn’t she enjoy dancing? She definitely has the moves! Dozz characters might be surprising but a part of them can be found in everyone. It’s this playful part that chooses snacks and likes using cheat-codes. The playful part that makes it through long office hours with a smile and, from now on, without an empty belly.

Concentrating on the creative idea, Ruxandra Papuc, Global ECD & Partner AIN’T, added:

“Dozz is such a unique product. It almost creates its own category. But we’re talking soup, and soup comes with a lot of baggage: traditions, ways of serving, old recipes … nothing like Dozz. We’ve realised that, in the soup world, we’re out of place. And we’ve decided to embrace it. Being out of place means claiming any place. Any moment is a Dozz moment. And that’s just great! Let’s give in to the unexpected and the surprising as a way to embrace novelty and enjoy life. Without taking ourselves too seriously.”

To create from the very beginning Dozz represented for the independent creative shop AIN’T a project full of satisfaction, both from a creative and a business point of view.

“Creating Dozz from scratch has been a truly rewarding project both from the creative and the business perspective for us at AIN’T. It’s not everyday that a new company calls you up to launch a healthy soup in a can, that you can drink cold and on the go, basically merging the world of healthy meals and portable snacks!  Thank you for the trust FoodVision, Mihaela Lia Babeanu and Ender Bolat!

We knew right from the start that we had a unique chance to bring to life a revolutionary product in the tough international FMCG landscape, and we knew that being something really different on the market and new, we had to stand out. AIN’T approached the task holistically, taking care of everything and with a 360 view: we took care of market research and strategy, creative strategic positioning, naming, design and branding, visual identity and packaging, communication concept, ATL TV and online video executions, OOH and Print, POSMs, digital and Social media, and of production together with our partners, which we thank for the hard work and beautiful outcome.

What it’s important to underline is that this project has been put up by a rather lean hands-on team at our end, which proves that important communications projects can be created and brought to life with a small focused team in an agile and flexible way, and don’t require gargantuan (and maybe outdated?) structures with lots of overheads and slow moving machines.

This is more and more relevant to all clients out there especially today in a postpandemic world, and the proof that new ways of working work,” pointed out Jorg Riommi, Founder CEO & CCO AIN’T.

Ivanna Skulska-Lowe, Global Business Lead AIN’T, added:

“We’re built differently — leaner, faster, and deeply collaborative. Where some agencies follow a broader path, we focus on strategic creativity tailored to each brand’s unique needs. Our agile, transparent process enables us to deliver quick, effective campaigns that resonate. By going beyond paid media, we help brands connect in more meaningful ways — with bold ideas that stand out and stick”.

Creating the design

For the visual identity, logo design and packaging of this new brand, AIN’T brought together a design team from Milan to create something simple and straightforward, that would stand out on the shelf and at the same time convey in the most direct way what the product is – a soup. That is why the bowl and the ingredients were put at the center of the design. The design also brings a sense of naturalness and freshness, which explains the choice of colors, the overall palette and the color scheme that places the product between the world of healthy meals and that of easy snacks.

“Seeing this brand come to life has been an incredible journey, and I’m deeply grateful to the creative minds at AIN’T for helping shape the voice and identity of DOZZ. DOZZ is for people who want flavor without compromise anytime, anywhere — straight from the can. Soup just got an upgrade. And this is just the beginning,”said Ender Bolat, Chief Executive Officer FoodVision.

How it all started

“Back in 2018, an entrepreneur with roots in the IT sector faced a recurring challenge: finding healthy, ready-made meals that worked not only for busy consumers but also for the evolving needs of the vending machine industry. The ideal solution? Tasty food with a long shelf life, smartly packaged—and fully recyclable. That simple need sparked a bold idea: soups in aluminum cans. Unusual? Maybe. But why not?

We took a deep dive into market dynamics—and the signals were clear. The ready meals segment is booming globally, with Romania seeing particularly fast growth. People want practicality and portability in their meals—without giving up health or sustainability. Clean-label products, on-the-go formats, and eco-conscious packaging are what today’s consumers are actively seeking.

Things moved quickly. We brought together top talent—food technologists, marketers, engineers—and built everything from scratch. Our mission was clear: to create a facility capable of delivering premium, clean-label ready meals at scale, using innovative packaging that streamlined practicality without compromising quality,” said Ender Bolat.

Located in Voluntari, Romania, our 2,000+ sqm greenfield factory—completed in December 2024—stands as proof of our commitment to innovation and excellence. Outfitted with state-of-the-art technology, from advanced pasteurization to protective atmosphere packaging, every process is handled with the utmost care for quality and hygiene.

Initially launched on the Romanian market, the innovating product will soon reach six European markets (Poland, Belgium, Germany, Italy, Spain and UK).

The campaign is present in ATL (TVCs, digital, influencer marketing, cinema), as well as the OMV gas stations.

Credits for this campaign got o the following:

AIN’T team:

Jörg Riommi – Chief Creative Officer 

Ivanna Skulska-Lowe – Global Client Lead 

Ruxandra Papuc – Global ECD 

Nadejda Ghilca – Senior Art Director

Javier Gelpi de Fez – Creative Director

Arturo Vittorioso: Design, Branding and Packaging Director

Production company: Saga Film, Circo Visual