HIKE Hopped Seltzer
HIKE is an non-alcoholic seltzer that uses hops in the brewing process. It is new to the non-alcoholic market starting in Richmond, Virginia. The values of the company is to take bold actions and going against the grain. Its does this by its branding and tagline “Live to get radical”
Problem
College students are too busy to break their routines and habits.
The Ask
How can Hike reach and create brand visibility with Gen-Z while increasing sales?
Research Methods
Netnography, Focus Groups, Surveys, Market Research
Findings
For Gen Z once they find their friends they want to spend their college years with they stick to it and rarely deviate. You can say the same about their daily routines in college, whether it be a specific time they grab dinner at that cafe or the time they study for classes, all students have some sort of routine no matter how organized or disorganized. They can’t be bothered to deviate from that routine
Close Friends and Routines
Sober Curious Generation?
Generation Z doesn’t need alcohol to have a good time. Through our research and focus groups, we learned that college students are indifferent to drinking when going out and value spending time with close friends
Objective
Introduce college students to a new beverage that may be out of their comfort zone.
Target
Gen Z ages 18-25 who are caught up in their routines and doesn’t like deviating from it.
Team
Moira Sirois,Nick Popeck, Jackson Huynh
