Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search

 

Sapien And Pepsi Max Decipher Generation Z Appetites

In a drive to better understand how to connect with a younger New Zealand audience and discern what Generational Z want, Frucor Suntory have engaged Sapien to research beverage desires of New Zealanders aged 18-24 for the Pepsi Max brand.

Sapien has done exploratory work with consumers, to not only understand how Generation Z see Pepsi Max as a brand but also to understand their desires around how beverages should make them feel.

Advertising agency 99. will use the findings from Sapien to inform their creative positioning and upcoming brand work for Pepsi Max. Traditionally it has been the marketing team who has determined the desired feeling and attitudes of consumers. Pepsi Max’s work with Sapien and .99 however, will instead, target consumers to supply the moods, words, images and feelings that will drive the marketing campaign.

This is unlike any standard campaign where the consumers would react to the creative, Sapien and Frucor have flipped the traditional concept on its head and have reached out to create an innovative consumer-led campaign.

Having worked with Frucor previously, the Sapien team were excited to work on this new project. ‘It has been a fun project to be involved in. Frucor has been very receptive to doing things differently. It is great to be able to help them unlock how people are feeling rather than just judging ideas. Both 99. and Frucor have embraced the learnings and used them to really connect with these young New Zealanders and put them at the heart of what they are trying to capture as a brand.’ Shares Mark Vincett, Director of Research at Sapien.

‘We wanted to better understand the consumer and were pleased to bring Sapien on board to help gain the insights to base our upcoming campaign around. It sounds obvious, but this approach is different from so many that are focused solely on the brand with retrofitted insights. So the Sapien research was an absolutely crucial part of the project.’ Shares Ursla Bowden, Marketing Manager at Frucor Suntory.

This innovative approach is an entirely New Zealand focused campaign and looks to understand what New Zealanders want, rather than just rolling out the global marketing strategy.

© Scoop Media

 
 
 
Business Headlines | Sci-Tech Headlines

 

Stats NZ: Largest Drop In Terms Of Trade In A Decade As Dairy Export Prices Sour

Lower export prices for dairy, meat, and logs in the September 2020 quarter led to the biggest drop in terms of trade since June 2009, Stats NZ said today. Export prices fell in the September 2020 quarter, down 8.3 percent from its highest ever ... More>>

ALSO:

Stats NZ: Election Boosts October Job Numbers

Job numbers were boosted by general election staff in October 2020, along with rises in the manufacturing, retail, and hospitality industries, Stats NZ said today. Filled jobs rose by 27,667 to 2.2 million in October 2020 compared with September, after ... More>>

Government: New Year Border Exception For Seasonal Workers In The Horticulture And Wine Industries

2000 additional RSE workers to enter New Zealand early next year employers must pay these workers at least $22.10 an hour employers will cover costs of managed isolation for the RSE workers RSE workers will be paid the equivalent of 30 hours work a week ... More>>

ALSO:


Media: Discovery, Inc. Completes Acquisition Of New Zealand’s Mediaworks TV Ltd

Auckland, New Zealand, December 1, 2020 - Discovery, Inc. (“Discovery”), the global leader in real-life entertainment, has completed its acquisition of New Zealand’s leading independent free-to-air commercial broadcaster, MediaWorks TV Ltd, now operating ... More>>

Department Of Conservation: Big Year Underway At Albatross Colony

Familiar faces are returning for the new season of Royal Cam, with a big breeding year underway for the toroa/northern royal albatross colony on Otago’s windswept Pukekura/Taiaroa Head. More than 120 albatrosses, a taonga species, have returned ... More>>

Real Estate: ASB Survey Reveals Majority Of Kiwis Expect House Prices To Keep Climbing

ALSO:

House price expectations are soaring as New Zealand’s housing market shifts up a gear. But stretched affordability is putting a dent in perceptions of whether it’s a good time to buy. While Kiwis reveal they do expect interest rates to fall further. ... More>>

Stats NZ: Births And Deaths: Year Ended September 2020

Births and deaths releases provide statistics on the number of births and deaths registered in New Zealand, and selected fertility and mortality rates. Key facts For the year ended September 2020: 57,753 live births and 32,670 deaths ... More>>

ALSO: