Dong Peng, Zhu, the social media campaign for packaging drinks: How to reach Z generation consumers?

In the intense market competition for packaged beverages in 2024, there were three core branding challenges:

  1. ​Fragmentation of consumer attention​: Generation Z consumers are exposed to more than 5,000 marketing messages on average every day, and it is difficult for traditional advertising to break through the information overload barrier. The report shows that although tea drinks and sports drinks are highly active on social media, mature brands account for 74% of the voice volume, making it difficult for new brands to break through.

  2. ​Health upgrading needs​: 48% of consumer discussions focus on "healthy/emotional" needs, and the basic thirst-quenching function can no longer meet market expectations. Especially in the fruit and vegetable juice category, consumers are highly sensitive to sugar issues, and how to balance taste and health has become a key problem.

  3. ​Scene marketing homogeneity​: Various brands compete in traditional scenarios such as sports and fitness, meal companions, etc., and lack a differentiated entry point. Data shows that 61% of discussions about sports drinks focus on sports scenes, and 24% of discussions on functional drinks focus on sports and fitness scenes, making it difficult to form a unique brand memory.

 

Solutions

1. Precise targeting of target populations
By analyzing 39,451 pieces of consumer voice data, we identified the target customer groups of tea products. These findings help brands accurately target limited marketing resources to high-potential groups.​​
Based on the territorial TGI analysis, we suggest that the market for tea brands be focused, that sports beverages be used to enhance the penetration of channels in different economies and to achieve optimal allocation of resources.

 

2. Health + emotional double-value drive

We helped brands build a three-tiered product communication system, "Basic functionality and health endorsements and emotional values":

  • ​Component innovation: promotion of 0 sugar 0 lipid product ratio, with a positive assessment of 98.5 per cent of the Electrolytic component of the Eastern Penthouse Supplement
  • ​Emotional connection: Digging the Emerald Memory Emotional Touch, the body-absorbing sugar-free version of which increases by 7% through nostalgic marketing
  • ​Functional breakdown• Develop exclusive formulations for different population groups, such as fast-track water refilling programmes for sports people

 

 

3. Landscape breakout operational matrix

Through in-depth analysis of social media, we developed a "4×4 scenario model" to help brands identify important product scenarios and further accurately explore product selling points and marketing rhetoric.