Advertising co-creation is a collaborative process between a brand and its consumers, where both parties actively participate in the creation and development of advertising campaigns. This approach allows for the integration of consumer insights, ideas, and feedback into the advertising strategy, resulting in more authentic and effective messaging. By involving consumers in the creative process, advertising co-creation aims to build a stronger connection between the brand and its target audience, ultimately leading to increased brand loyalty and engagement. This innovative approach to advertising not only empowers consumers by giving them a voice, but also allows brands to create more relevant and impactful campaigns that resonate with their audience on a deeper level.