Treets Launch in Finland – the Human Claw

WaveCrest developed the concept and managed the full execution of Treets’ launch in Finland, introducing Finnish consumers to the brand’s 100% vegan snacks, known for their distinctive crunch, texture and multi-sensory flavour experience.

We wanted the launch to be playful and genuinely different from a typical launch event, something that would make people stop and take notice. This led us to create the “Human Claw”, our take on the classic claw machine found in amusement parks and shopping centres. Instead of operating a mechanical claw from behind the glass, participants became the claw themselves, trying to grab as many Treets products as possible. Alongside this, a classic spin-the-wheel game offered visitors another way to get involved.

The concept worked because it was intuitive and required no explanation. People instantly recognised the game, wanted to give it a try, and stayed to watch others play. This turned the launch into an interactive experience rather than just a product tasting. A queue had already formed before the Human Claw even opened, and each round put Treets products directly into participants’ hands.

Watch the video to see the Human Claw in action!