An eight month research project that included building brand affinity with Pop-Tarts through the next generation, responsibilities included data & analytic driven research provided by internal case studies, created compelling pitches to key stakeholders and prototyped design concepts based on research findings.
TARGET: Indulgent teens & Gen Z young adults who love to play video games
This project objective was to build brand affinity and multicultural relevance to recruit the next generation of Pop-Tarts fan to deliver 1.9% GSV top-line growth.
Our purpose was to drive consumer engagement by utilizing Gen Z’ers interests as a leverage to create an association with Pop-Tarts that goes beyond a breakfast option!
INSIGHT: Tapping Into Get Z
After months of cross functional collaboration, our team found that Gen Z’s most consumed form of media were video games.
This launched the foundation for our ideas to be built upon, including why it would be beneficial for Pop-Tarts to dive into the gaming industry and how the sub brand of Bites could be used as a bargaining chip based on its convenience.
Below are two of four decks that I created for our team based on our findings that visualize our data, and were presented to key stakeholders at Kellogg’s.
