INTERNATIONAL DELIGHT
STRATEGIC PLANNING INTERN - FCB GLOBAL - CHICAGO, IL
THE ASK
Act like a challenger brand and enhance category distinction for ID by creating an LTO in partnership with a culturally-hot property.
THE strategic foundation
CULTURE
THE UNIVERSAL COFFEE SWINDLE
The “Universal Coffee Swindle” has taken Gen Z youth by storm. It gave us a sense of coolness and maturity—
We were drawn to the idea of fitting in and loved the aesthetic of appearing more grown-up.
But let’s be honest: coffee tasted awful.
BUT WITH ACTUAL MATURITY COMES ACTUAL BURDENS..
With jobs, relationships, money, politics, and your mental health? Stress can truly take over. We turn to the things we know best for an escape: Social Media.
So where does Gen Z go to find comfort?
We’re redefining adulthood to reserve time for fun. We find escapes that bring us back to the “good ole days”, acting like a child and doing things that bring us joy is the ultimate definition of fun!
99%
of Gen Z adults use social media apps at least once a day.
Coffee was practically everywhere as we grew up. It popped up in our favorite classic TV shows, YouTube videos, and even now, it’s subconciously woven into both our personal and professional lives through endless references and habits.
THE cultural & social SIGNIFICANCE of coffee
coffee marks the transition of maturity.
Consumer
59%
of Gen Z adults feel alone due to social media.
GEn. Z is jumping at the chance to find a comforting escape to help cope with the pressures of adulthood.
THE DAUNTING 9-5 IS LURKING AROUND THE CORNER…
Gen Z is creeping up at a milestone where they’re starting to look for jobs.
So what happens when you google “basic office break room?”
Our competitor is quite literally, associated with the boring 9-5 job that we all are dreading.
Everyone does flavor, but it feels outdated...
We do it better.
CATEGORY
Company
THE PARTY IS HERE!
International Delight captivates youthful energy through its brand essence.
International Delight prides itself on taking a mature drink, and making it FUN.
International Delight brings the BOLD ENERGY to the coffee scene.
GET Creamer-loving Gen. Z that want flavor with a side of coffee
WHO want an escape from reality due to the pressures of adulthood.
TO choose International Delight over their go-to creamer
BUY Helping them embrace their inner child.
THE strategic OBJECTIVE
THE BRAND PARTNERSHIP
X
HAS CULTURAL RELEVANCE THAT WILL GET PEOPLE TALKING
OFFERS POTENTIAL FOR DEMAND DRIVING INNOVATION
PROVIDES AN ESCAPE FOR GEN. Z TO EMBRACE THEIR INNER CHILD
THE INSIGHT
building your coffee is a moment of creative freedom that makes you feel like a kid again.
offering bricks in each flavor creates limitless flavor possibilities.
AN IDEA THIS BIG REQUIRES US TO BUILD SOME EXCITEMENT.
And our launch needs to DISRUPT the worst parts of adulting.
WE HAVE TO BROADCAST OUR INNOVATION TO THE WORLD.
mems.
Our Presentation!
Chi during the day <3
Walking around the city
I was dressed up and wanted a picture
Escape room with the interns
mY CONTRIBUTIONS
Brand Research
Concept Development
Identifying Target Segments
Social Listening