To better reach Gen Z consumers who are now of the legal drinking age, Snow beer recently refreshed its most popular offering, Brave the World. While the essence of the product remains the same, including elements such as climbers, mountain peaks and core colors, the overall style of the packaging has more of an edge and dynamism.
Conveying a sense of adventure with torn edges, textures and ragged details, the new style for Snow beer better speaks to Chinese Gen Z consumers. Pearlfisher, which worked with Snow on the product, says "This audience is expressive, independent, positive, and very receptive to what design can convey in terms of values and ambition. This meant that it was key to immediately engage with this target audience on both a visual and emotional level, by truly bringing to life the confident attitude at the heart of the Brave The World brand."
Youthful Adventure Beers
Snow Beer's Refreshed Look Speaks to Gen Z
Trend Themes
1. Refreshed Packaging - Revamping product packaging to appeal to a younger demographic can be a disruptive innovation opportunity for brands looking to target Gen Z consumers.
2. Adventure Branding - Branding products with adventurous and dynamic imagery can be a disruptive innovation opportunity to effectively engage Gen Z consumers who seek new experiences.
3. Emotionally-engaging Design - Designing products that emotionally resonate with Gen Z consumers can be a disruptive innovation opportunity for brands looking to establish brand loyalty and build rapport with their target audience.
Industry Implications
1. Alcohol Beverage - The alcohol industry can leverage refreshed packaging and adventurous branding to connect with Gen Z consumers who are of legal drinking age.
2. Design - The design industry can capitalize on the demand for emotionally-engaging design to create impactful and relevant branding campaigns that connect with Gen Z consumers.
3. Marketing - The marketing industry can explore ways to connect with Gen Z consumers by leveraging adventurous branding and emotionally-engaging design to create memorable and authentic brand experiences.