Objective:

Molson wants to go beyond beer to win over Gen Z.  

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Target:

Gen Z. This generation is comprised of connected, expressive, “woke” individuals but more importantly they are a generation defined by the transparency of our time. They are accountable realists, who are looking to do things differently and affect change to create a sustainable, survivable future.

 

Problem:

Gen Z is looking to engage with brands and products that support their future-forward values.

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Goal:

Create a new beverage proposition that will appeal to Gen Z.

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Insight:

Gen Z has inherited a world rife with problems they feel tasked with fixing. When it comes to selecting products, they’re looking to consume without consequence.

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Strategy:

Gen Z is looking to consume without consequence, so we created products without packaging. Meet POW, a one-bite beverage in a biodegradable/edible/flavourless container. Championing values of innovation, sustainability and discovery, without packaging POW’s are free to enjoy.

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Positioning Video and Creative​

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