‘Jim Beam Zilch’ is a rebranded non-alcoholic product of Jim Beam from Suntory Global Spirits. Many Gen Zrs, now choose non alcoholic drinks as their party drink, SGS wants to focus on the target audience who will be the next big consumer of their brands. The word ‘Zilch’ means zero, and this represents non alcohol, zero calories and zero regrets. The regrets can be relationship issues, having a hangover or others. Rooted in Jim Beam Zlich spirits, non-alcoholic highball products will support a light mood at the summer parties and appeal to the target audience as friendly as price and weight.
‘Go Extra’ is a shouted solution to the D&AD New Blood Award brief. This phrase means giving Gen Z the power to come out of negative situations and go on again through chewing gum, not just stay in blue feelings. Nowadays, young people have bad habits while they study or in their ordinary life due to stress and bad feelings. Following the brief, how can existing gum products help Gen Z to escape from their blue emotions? How can gum be more accessible than other sweets? ‘Go Extra’ started at this point. For accessibility, the outcome should be light, small and convenient. Plus, even though this outcome is not the actual gum product, it should be connected to sales of gum itself. A fidget toy gum case is the solution to these complex characteristics.
