Task: Help Bundaberg Capture Gen Z in the U.S. Market
My Team and I’s Idea
Kombucha and functional beverages, like Poppi and Olipop, are trending with health-conscious Gen Z consumers. To stay relevant, Bundaberg must reposition itself from a nostalgic, sugary soda brand into one that speaks directly to Gen Z’s priorities: health, sustainability, and authenticity.
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What I Learned
For companies like Bundaberg, which are deeply rooted in tradition and built around a flagship product (ginger beer), introducing an entirely new product, such as kombucha, can be a difficult strategic shift. Looking back, I would have focused more on a rebrand by refreshing the look and feel of their packaging to better align with Gen Z, rather than pushing for an entirely new product line.