The Problem:

Sunkist is struggling to differentiate themselves from competitors in the orange soda market.

The Insight:

When Gen Z buys non-alcoholic drinks, they increasingly opt for “performance enhancers.” These drinks either have caffeine or protein. Other than Sunkist, no big-name orange sodas fall into this category. Therefore, Sunkist can differentiate itself from other orange sodas by emphasizing its caffeine content.  

The Result

I worked in a team of five to complete six deliverables that would help us arrive at a campaign rooted in consumer insights. Our final deliverable was an extensive report linked here. 

I wrote our team’s creative brief and developed two new user personas. These personas were inspired by insights from our research. Gamers were 63% more likely to drink caffeine than the complete demographic, and working Gen Z women often find themselves crashing after work, subsequently less able to pursue hobbies after it. Each demographic would benefit tremendously from Sunkist’s caffeine bump.