Brief
‘Pepsi Z’ with Nomad Studio. Create a copy-led brand with supporting graphics for the launch of Pepsi’s new drink ‘Pepsi Z’. Market it to a Gen Z audience who hate being sold to. Connect with authenticity and bring to life the key attributes of this new drink (zero sugar, 100% organic and 100% recycled). Create a brand story with a beginning, middle and end.
Solution
My research survey found that Gen Z feel overwhelmed and misunderstood by the world today. And so Pepsi Z is spreading a little honesty to make Gen Z feel less intimidated and more related to. This is the brand story.
Insight
My research survey found that Gen Z are intimidated by the world today, negatively impacted by social media and are sceptical of marketing. The survey also conveyed their desire to be better understood, as well as their preference to funny online content. This feedback led me to choose humour as a method of communication and honesty as a primary brand value to earn Gen Z’s trust. This also influenced the goal of creating relatable brand messaging.
