Developing Effective Brand Messages

Developing Effective Brand Messages
First, the research will be used to develop brand messages that appeal to Gen Z. Gen Z have their particulars in terms of what they like in products, how the message is presented, and who is used to promote a product. Francis and Hoefel (2018) from McKinsey & Company note that Gen Z are a hypercognitive generation with a knack for cross-referencing different sources and integrating outside experiences into their decision-making process. A 2020 McKinsey Podcast hosted by Lucia Rahilly (2020) reveals that Gen Z is not simply concerned with the products sold. A respondent in the podcast Bo Finneman notes that Gen Z look beyond products and assesses the company behind the product. Coca-Cola ought to know that Gen Z will seek to understand the company’s purpose behind its move to market the Coke Zero brand.
The research will also be used to bring about awareness of the rise in diabetic cases among Gen Z. The chances are high Gen Z are unaware of the danger that lurks because of their lifestyle habits. According to the CDC (2021), the number of type 1 diabetes cases among teenagers aged between 10 and 19 has been rising. However, in spite of this, 46% of Gen Z respondents in a survey indicated that they eat out at least once a week (Nielsen, 2015). Such statistics are in contrast to the health reports warning of an impending danger of diabetes facing Gen Z. So, the underlying message of the brand should be one that informs on the above statistic and insists on the need for change. The statistic will also help to create an urgency in the need for the group to watch out for what they consume. Urgency is key if the goal is to prevent a major health crisis later in life.
Selecting Appropriate Media Channels for the Campaign
The most appropriate media channels for the campaign include Instagram, Snapchat, YouTube, and TikTok. Research indicates that in the U.S., Gen Z mainly make use of Snapchat, TikTok, and Instagram (Petrock, 2021). These platforms happen to be their preferred social media platforms. A Nielsen (2018) report indicates that influencers on these social media platforms command a large following of Gen Z. Further, a 2021 Nielsen Annual Marketing Report indicates that major corporations are looking to increase their expenditure on social media platforms (2021). As a brand, Coke Zero needs to leverage influencer engagement and increase expenditure on social media platforms to help champion or promote Coke Zero to Gen Z.
Designing Promotional Programs for the Target Audience
As per research, Gen Z are ardent followers of influencers on social media. The promotional programs should entail interviews with some of the most popular influencers on Instagram, YouTube, and TikTok. These influencers could be interviewed while talking about the health advantages of Coke Zero. However, it is crucial to note that Gen Z are not positive in their response to celebrities who happen to be used by a majority of major companies like Coca-Cola. McKinsey & Company (2020) indicate that the idea of micro-influencers happens to greatly influence the actions of Gen Z. Gen Z are in search of first-hand reviews and information that aptly captures the features of a product, and influencers happen to...