Targeting Gen Z, ATERIA Group's local beverage brand prioritises community as a marketing strategy
Written by Haiza Putti | Read in Indonesian
After enjoying great success in coffee and salad franchises, ATERIA Group launched a beverage line called REVIVE Smoothies Smoothies, their first local brand.
Unlike most F&B businesses, REVIVE Smoothies focuses on marketing to communities and launching a merchandise line to attract their primary target market, Gen Z.
"Before, branding may not be a priority because F&B businesses mostly had profits in mind. But from 2015 onwards, F&B started to emphasize branding and character," REVIVE Smoothies's Brand Manager, Rafii Saztura, told TFR.
Rafii sees Gen Z as a very critical generation. They are no longer interested in buying goods that have no added value. Gen Z prioritizes brands that can make a good impact through their business.
Therefore, consumer trust must be developed by integrating into Gen Z's daily activities. The collaboration strategy involving communities becomes an important step.
REVIVE Smoothies prioritizes marketing through communities over pursuing quantity. One of them is carried out through Sunday morning ride activities with the Vespa community and South Jakarta cyclists as the first step.
Rafii sees the community as an essential business pillar because the word-of-mouth method is still a determining factor in the success of a business. A solid community is expected to increase sales figures sustainably.
Beyond that, fashion trends also influence branding and marketing strategies. Rafii notes that the visual assets and mascot of REVIVE Smoothies are inspired by the graphic styles of various independent fashion brands.
REVIVE Smoothies also abandons the hard sell method, prioritizing forms of promotion that build closeness with social media audiences. "We always say (to influencers) that reviews are not required like food bloggers. Let them incorporate REVIVE Smoothies into their daily activities. For example, including it in their OOTD (outfit of the day)," Rafii said.
Social media and content type as key
The McKinsey research also shows that Gen Z spends more time on social media than any other age group in Asia and is cautious and critical of the online business presence. Social media is also a determining factor in Gen Z's shopping decisions, and they prefer video over other types of content.
In line with McKinsey's findings, Rafii sees that the choice of social media platforms that are currently developing makes them the center of content with functions and characters that are unique from each other. Through platforms like Instagram and TikTok, a brand will have a different impact.
"Instagram is more straightforward and aesthetic. TikTok is like story-telling," Rafii explained to TFR.
Social media is also the face of a brand in reaching its customers. Rafii added that a brand's social media account must reflect the values it upholds correctly.
Efforts to attract Gen Z must also be followed by the realization that the generation that grew up in this era of accelerated Internet and technology prefers brands that are "down to earth." Hence, simple grammar and "real" content are the right strategies.
Most importantly, be daring in opening up space for conversations, as conversations are a crucial aspect of today's business to appeal to Gen Z.
"Listen, curate, and find the solution," Rafii concludes.