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How Can a New Alcoholic Beverage Brand Tap Into The Most Relevant Digital Channels for Gen Z?
Challenge Type: business
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26 months

***NOTE: To be eligible for rewards, you must be of Legal Drinking Age in your country of residence.***

We are a new alcoholic ready-to-drink brand. (drinks packed in single-use containers intended for immediate consumption) We’re launching nationally in a few new countries and need to find new ways to reach our target audience - Gen Z consumers who are old enough legally to drink alcohol.

This alcoholic product is a flavorful, fruity and refreshing pre-mixed drink made with vodka and real lemon juice available in single-serve cans. (This is not a seltzer beverage) It is perfect for casual get-togethers with your closest friends, barbecues, and pool parties. The brand is all about real fun - the type of fun that isn’t overly planned, where you can let your guard down and be yourself. Where everyone feels like they are a part of the group, never left out.

In the digital age that we live in, marketing campaigns live or die by community engagement and interest via digital channels (Ex. Tik Tok, Instagram, Youtube) Emerging channels also show promise as an opportunity for market capitalization. For example, AI, Augmented reality, Smart speakers, Discord, and Twitch. We want your ideas for how to leverage these digital channels to successfully reach our target audience!


1) How is Gen Z using current digital channels (ex. Tik Tok, Instagram, Youtube, etc) to learn about and purchase products?

  •  How can we leverage these channels and strategies for our Alcoholic products?

 2)  How could emerging digital channels (ex. Ai, Augmented reality, Smart speakers, Discord, Twitch, what’s next?) be used to get Gen Z consumers to learn about and purchase our product?

  • Which channels do you believe are the most relevant to Get Z? 
  • How can we use the channel(s) you picked to reach our target audience? 

 3)  Provide an example of a brand/product that does a great job of helping you learn about & purchase its products using digital channels.

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