Inch's Cider Campaign
My group and I analyzed advertisements for eco-friendly, non-binary Gen Z individuals who prioritize sustainability. Gen Z is becoming increasingly aware of environmental issues and places a high value on transparency towards their consumption and purchases. Gender-neutral products interest this generation, with over two-fifths of them finding them important when making purchasing decisions (Statista, 2023).
Advertisments Analyzed
We examined Burt’s Bees’ #BringBacktheBees campaign and Inch’s Apple Cider’s Go the Extra Inch campaign. Both advertisements emphasize environmental responsibility while resonating with Gen Z through inclusive characters and modern visual styles. Their gender-neutral appeal further aligns with non-binary representation.
Prospective Ads
In the Burt’s Bees campaign, we incorporated subtle nods to non-binary identity by integrating the flag colors of yellow, black, white, and purple throughout the ad. Hashtags were retained to encourage engagement and interactivity. For Inch’s campaign, we recommended expanding to a U.S. audience and enhancing representational imagery. Emphasizing the message of going the extra “Inch” for sustainability can strengthen appeal and build brand loyalty among this demographic.
Results
We landed on the Inch's Campaign. The campaign tagline, “Rooted in Nature. Rooting for You.”, uses symmetry and alliteration to create a phrase that is both memorable and meaningful. It reflects our core themes of sustainability and inclusivity while grounding the brand in environmental responsibility and uplifting diverse audiences. The mediums we selected for our five prospective ads include an online web banner, a billboard, an Instagram post, a Snapchat filter, and a 20-second Spotify ad.
