Zima Brand Strategy Book

CLARA LHOTAK

BRAND STRATEGY BOOK

GR 604

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brand BACKGROUND

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history

PAST Zima Clearmalt was introduced in 1993 by the Coors Brewing Company as an alternative to beer—a clear, crisp, citrusy alcoholic beverage. It was different than anything else on the market and was on trend with the clear beverage craze, such as Crystal Pepsi of the 1990s. Their slogan was “Zomething different”. Zima reached its peak in 1994 due to a multi-million marketing campaign targeting young women. In 1995, Zima launched Zima Gold at an attempt to draw male customers. The drink was supposed to taste like a lighter version of bourbon, but it was unsuccessful. Zima came out with several other fruit flavors in the 2000s, and ultimately became a defunct brand in 2008.

FUTURE There are many flavored malt beverages current on the market, but Zima gained somewhat of a cult following from its drinkers in the 90s. The beverage brought about a sense of nostalgia of the “good ol’ days”. There was even a petition online to bring the beverage back. It stills remains for sale only in Japan.

MISSION To make a drink that’s different.

SOUL To give people a new way to have fun.

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competitors

TOP - DIRECT COMPETITORS Miller Clear Beer - Smirnoff Ice - Skyy Blue MIDDLE - ANCILLARY COMPETITORS Crystal Pepsi - Mike's Hard - Coca Cola Clear BOTTOM - FUTURE COMPETITORS Cutwater Spritis - White Claw - Stella Rosa

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brand TIMELINE

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1991

1994

Test-marketing begins in certain US cities to gauge the viability of bringing an alcoholic drink to the “clear craze�

Coors spends over 50 million dollon marketing and advertising, persuading almost half of all American drinkers to drink it at least once Zima reaches peak sales of 1.2 million barrels sold across the US

1993

1995

Zima Clearmalt was introduced in 1993 by the Coors Brewing Company as an alternative to beer, marketing it as a clear, crisp alcoholic beverage

Marketers de Zima is most young women out on a muc of male drink

Zima Gold, an version that p of bourbon�, hopes to app

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1996

2008

Sales fall to 403,000 barrels

Merged owner MillerCoors announces that Zima will be discontinued in US to focus on other “malternative� drinks; production continues only in Japan

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2004

etermine that popular among n and are missing ch larger market ers

Zima steadfastly attempts to boost sales by launching new drinks, including Zima XXX with higher alcohol content, and a line of lower calorie fruity flavors

n amber-colored promises a “taste is released in peal to the male

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rebrand STRATEGY

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rebrand strategy

NEW SOUL Zima’s original brand soul was to give people a new way to have fun. While this still is true, there is now the added nostalgic feature. Zima’s new brand soul will be: To encourage nostalgia and reminiscence through the flavor and packaging.

NEW MISSION To bring back the taste of the nineties through a unique alcoholic beverage.

REPOSITIONING STATEMENT Zima strives to bring back the taste, memories, and soul of the nineties for those of age. Known as the first original clear malt beverage on the market, Zima revolutionized the alcohol market and paved the way for many big brands.

While the original beverage will still be available, Zima will now also offer hard spirits and cocktail syrups in in-trend flavors and packaging so that both those who enjoyed the drink in the nineties, drinkers looking to try something new, and trendy consumers can find something they enjoy.

NEW KEYWORDS Retro / Youthful / Energetic

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keyword: retro

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keyword: youthful

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keyword: energetic

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old brand grid

ZIMA

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new brand grid

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brand PERSONAS

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90s baby

NAME Samantha AGE 21 GENDER Female LOCATION Los Angeles, CA

Samantha might have been born in 1998, but she is obsessed with all things 90s—the culture, fashion, and general aesthetic. She is a social media influencer (@90sbbygrl) and can makes thousands off posts promoting products. Her favorite possession is a vintage windbreaker from the 90s. She drinks socially (1 or 2 times a week), but has no preference—it should just be sweet, fruity, and easy to down.

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experimenter

NAME Daria AGE 27 GENDER Female LOCATION New York, NY

Daria is a writer for a female magazine in New York. She loves going out with friends and trying new hot restaurants. Daria enjoys to drink alcohol and drinks 4 to 5 times a week. It’s a must in social situations. Craft beer is her thing, but she’ll try anything new she sees on the shelf at her local BevMo. Daria’s favorite possession is her MA in journalism.

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sweethearts

NAMES Mia & Damien AGES 41 & 42 GENDERS Female & male LOCATION Columbus, OH

Mia and Damien met while attending Ohio State University in 1996 and instantly hit it off.

Mia is a dental assistant and Damien is a contractor. When they are not working, they both enjoy cooking and going to conc-erts and movies. While in college, they would drink Zima— they loved it and were upset when it was discontinued. They currently drink other brands of flavored malt beverages 1 to 3 times a week. Mia and Damien’s both favorite possessions are their wedding rings.

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