3rd Bird Kombucha winning marketing campaign

3rd Bird Kombucha winning marketing campaign presentation

1. By Dylan Seltzer &
Michael Lee
3rd Bird
Insights

2. Meet The Team
Dylan Seltzer Michael Lee

3. “Anticipated to Be the
Sector With the Fastest
Growth in 2031”
-Worldwide Research (LinkedIn article)

4. Today’s Agenda
03
Company Background
and Decision Problem01 02
Primary and Secondary DataResearch Questions
04
Survey and Data Analysis05
Recommendations

5. ●3rd Bird Collective was founded in 2020
by Sara Lemmon in Park Hill, Denver.
●Focused on Denver community and
brewing high quality kombucha
●3rd Bird embodies inclusivity and
sustainability
●Sara started 3rd Bird due to her son’s GI
& sensory processing challenges
stemming from autism.
Company Background

6. ●Kombucha has been around unofficially for centuries
●Started garnering popularity in the 1990s when it was first officially commercialized in
1995in the United States.
●The global kombucha market is projected to reach approximately $13.9 billionby
2032, growing at a compound annual growth rate (CAGR) of 14.83% from 2024 to
2032
●North America dominates the kombucha market
●Asia-pacific is expected to be the fastest-growing region
●Distributed through supermarkets, specialist stores, online retailers, farmers markets,
and convenience stores
●Health Benefits
●Rising Health Awareness
●Innovative Flavors
Industry Overview

7. Decision Problem
How can 3rd Bird kombucha appeal more to Gen Z
consumers?
●How can 3rd Bird create loyal consumers in the Gen Z space?
●How can 3rd Bird influence Gen Z consumers’ beverage
decisions in regards to trying and adopting their drinks?
●How can 3rd Bird get Gen Z consumers to promote their brand
to their peers?

8. Primary and Secondary Research
●Mental health and general health
consciousness is on the rise and is one of the
biggest factors in Gen Z consumers’ buying
decisions.
●“According to a February 2022 Ogilvy study,
70% of Gen-Zers say their mental health
needs the most attention or improvement.
And an American Psychological Association
report found that Gen-Z is more likely to
report mental health concerns than any
other demographic group.” (The Rise Of
Mental Health Awareness Among Gen-Z:
What This Means For Brand Marketing -
Forbes)
●Older College students 22+
●Health Conscious
●If we segment by sex, data suggests
women enjoy the taste of
kombucha more than men
●Sustainability friendly
●Interested in organic ingredients
●Gen Z who is willing to spend a little
bit more
Target Market

9. Primary research Questions
Question 1
How does packaging design influence Gen Z
consumers’ perception and purchase intent for
beverages and does it influence them more for
healthy beverages specifically?
Question 2
How do healthy beverages impact the
mental health and well-being of Gen
Z?
Question 3
What are the key factors influencing Gen Z
consumers' decisions to try and adopt a
beverage such as Kombucha as their
beverage of choice?

10. 02
TIMELINE of Primary Research
Step 1
Intervieweda few people who
were all men & college
students
01
Step 3
Developed a list of survey
questions
03
Step 2
Analyzed interviews to develop
a hypothesis and condense
research questions
04
Step 4
Created surveyand analyzed
results

11. Survey and Interview questions:
Interview
“What motivates you to choose a beverage, considering factors
like taste, health benefits and sustainability?”
“In which stores do you see healthy beverages like Kombucha
most often? What entices you to shop at these stores?”
“Are there any specific flavors, ingredients, or beverage formats
you would like to see more of in the market?”
“Have you noticed any trends or changes in your beverage
preferences over the past few years, particularly towards
healthier options?”
Survey
How much are you willing to spend on a day-to-day beverage?
(multiple choice)
How much do you consider organic ingredients when choosing
food/beverages? (Scale)
What influences your decision to try new healthy beverages (drag
to rank them in order from highest to lowest)
Where do you usually purchase your healthy beverages? (select all
that apply/MC)
How likely are you to recommend a healthy beverage to friends or
family? (Dropdown scale 1-10)

12. Survey Methodology
PRESS
●For our multivariate and univariate tests that we conducted at the
time we had 39respondents but since we did not close the survey
we totaled 70responses by the end.
●We created a survey using qualtrics to better understand factors
that affect Gen Z consumers’ beverage and food consumption.
●We first sent out an anonymized survey link to friends and family
who also shared it with their close ones to get our initial group of
responses
●Then we shared our link to a couple different subreddits on Reddit
to gather more responses
●Over the course of two weeks we have gathered a total of 70
responses for a big sample size

13. Survey Demographics

14. Research Question 1
What are the key factors influencing Gen Z consumers'
decisions to try and adopt a beverage such as Kombucha as
their beverage of choice?

15. Exploratory Research for Q1
According to a Mintel survey done in
2022, both young and older Gen Z
consumers reported that both low price
and beverage quality were the biggest
factors when choosing their beverages.

16. What Catches the Eyes of Gen Z Consumers?

17. Two Main Factors

18. Research Question 2
How does packaging design influence Gen Z consumers’ perception and
purchase intent for beverages and does it influence them more for
healthy beverages specifically?

19. Exploratory Research for Q2
●Gen Z is more willing to pay more for
environmentally friendly products which includes
sustainable packaging
●Gen Z prefers clear and concise packaging
●Gen Z consumers also like innovative and
personalized packaging

20. WHat does packaging design mean to consumers?
1970-1980s
Now

21. How Important is Bottle Packaging?

22. Research Question 3
How do healthy beverages impact the mental health
and well-being of Gen Z?

23. Exploratory Research for Q3
●According to a Mintel survey conducted in
2022, out of 761 respondents, 70% reported
that they were interested in learning how to
improve their mental wellness.
●According to the National Library of Medicine,
there are studies that corroborate probiotics
and healthy gut-axis to having positive impacts
on mental health as well as overall wellness.

24. WHat is the primary motivation in Gen z Choosing Healthy Beverages?

25. Does Drinking Healthy Beverages Positively Impact Mental health?

26. Scan QR code on the bottle cap
and earn a point for every time
you scan.
15 pts = Flockin your way to 1
free Kombucha
Recommendations
Social Media
shift
Gen Z grew up on social media
and makes so many of their
decisions through various
influences
QR code
on Bottle
MEntal Health
campaign
Design Marketing campaign
around 3rd Bird’s health
benefits, specifically toward
mental health.

27. Recommendation #1
Social media shift

28. How Does Gen Z Stay Informed About Health Trends?

29. Recommendation 1:
Social Media Shift
3rd bird video.mov

30. Recommendation #2
QR Code on 3rd Bird bottle

31. ●Packaging design has taken a
drastic change during the Gen Z
era
●More color, different font
styles, modern looks, and
unique ways of displaying
brand

32. Recommendation 2:
QR Code on Bottle

33. Recommendation #3
Mental Health Campaign

34. Gen Z and mental Health
Mental health Prioritization
●Surveys indicate that mental health is a
top priority for Gen Z, even surpassing
physical health.
●Gen Z recognizes the importance of
mental wellness in achieving overall
well-being and is more likely to prioritize
it in their daily lives​
Decreased Stigma
●Mental health concerns are
much more accepted and
discussed in the 21st
century
Increased Stressors
●Gen Z is exposed to more
stressors through the modern
digitalization such as cyber
bullying, climate change,
harassment, mental health
diagnoses
The Stats
●Approximately 18% of Gen Z individuals
report having an anxiety disorder, and 23%
report being diagnosed with depression.
●A significant 91% of Gen Z adults have
reported feeling physical or emotional
symptoms due to stress.
-(World Metrics)
-(Exploring topics)

35. ●Weekly Showcase: Weekly posts featuring mental health tips,
motivational quotes, and stories of resilience from Gen Z
influencers and community members.
●Hashtags: Create a hashtag like #MindfulSips or
#BetterMindWithBird to encourage users to share their own
mental health journeys and how kombucha fits into their
wellness routines.
●Influencer Partnerships: Partner with mental health advocates
and influencers to share their personal stories and promote
kombucha as part of a balanced lifestyle.
“Sip for a Better Mind”
Recommendation 3:
Mental Health Campaign

36. Thank you!
Questions?