Constellation Brands

Reaching Gen Z on Their Own Terms

As Gen Z hits it’s mid to late 20s, it’s even more of a force to be reconned with. We’ve been working with a diverse group of clients to reach these 20-somethings in authentic ways, whether that’s flexing an existing campaign to match the Z’s tone of voice, or evolving a beloved brand platform to keep up with the latest crop of even more diverse young customers, or creating totally new brand experiences that meet Gen Z where they play (and live). In addition, we’re continuing our deep insight work into this all-important consumer cohort, building on and evolving the insights we uncovered in our comprehensive 2020 Gen Z research report, “The Identity Shifters”.

Pocky: Flexing Into a Gen Z Voice and Channel

While Pocky’s global positioning of “Share Happiness” is sweet, charming and speaks well to our core Millennial Mom buyer – the positioning needed a twist to better align with the type of content our emerging Gen Z audience is engaging with. So we created targeted work that infused more of a “wink” into the sense of humor and leaned into social-first executional styles with Pocky-fied takes on trends, influencer-like personalities, storytelling formats, and creative use-cases—making Pocky pop in our Gen Z fyps.

ampm: Evolving a Beloved Brand for a More Diverse, Young Customer

Gen Z has an irreverent sense of humor – making our 6ft snack-scot, Toomgis, the perfect vehicle to connect with this growing group of visitors. Through our segmentation research, we also discovered that Gen Z is more likely to be using convenience stores for indulgence and to fulfill emotional needs – leading us to develop work that focused on more than the food, but rather the entire experience that enjoying ampm’s quality, convenient food brings.

Honda Gaming: Reaching Gen Z Where They Play and Live

To build a meaningful connections with Gen Z, our media team has worked with our clients to strategically leverage gaming--creating a wide range of Honda brand activations, from in-game events on Fortnite, IRL activations at TwitchCon, and ongoing sponsorship of Team Liquid, a premiere eSports team. Honda’s consistent presence in the gaming world has helped to introduce Honda to the next generation of car buyers, and foster the next wave of brand love.

See more work from our food related clients >