The target – Gen Z

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AUCKLAND, Tuesday: AUNZ drinks brand Frucor Suntory – with backing from creative retail agency 99, has engaged research company Sapien to study the beverage desires of New Zealanders aged 18-24 for the Pepsi Max brand.

Sapien research director Mark Vincett said the project sought to better understand how to connect with a younger New Zealand audience and “discern what Generation Z wants”.

Vincett said: “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.”

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,” Vincett said.

“This NZ-focused campaign looks to understand what Kiwis want, rather than just rolling out the global marketing strategy.”

“Having worked with Frucor previously, the Sapien team were excited to work on this new project.

“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.

‘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.”

Frucor Suntory marketing manager Ursla Bowden said: “The Sapien research was an absolutely crucial part of the project.

“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.”

About Sapien
Sapien is a data analytics company.

About Frucor Suntory
Frucor Suntory are a leading Australasian drinks company. Kiwi in origin, dating back to the early 1960s when they made juice out of rejected export fruit. In 2009, they became part of the Japanese Suntory Group.

About 99
Retail creative agency 99 is part of the Clemenger BBDO Group.

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