Our challenge was understanding how Tide could successfully reach the Gen Z audience with its new sustainability messaging.
STRATEGY
Through consumer research and industry analysis, we identified why young people do not prioritize sustainability in the brand category. This informed us on how to properly address Gen Z.
These reports informed the creative / strategic team in their final pitch to the 2023/24 NSAC client. They placed 1st.
OUTCOME
Memo #1 addresses competitor Dropps® and how they compare in the environmentally friendly category.
Memo #2 addresses the Gen Z audience.
Their beliefs, behaviors, and recommendations for the client.
Memo #3 summarizes our primary research and in-depth interviews.
We uncovered 3 key findings.
Our final report shared the most prominent insight we found.
