AI Research Turns Beverage Guesswork Into a Winning Launch
Profile
Industry: FMCG
Company: A mid-sized beverage company
Team: Product innovation & marketing team
Feature
Used AI Research (Atypica automatically plans research with smart frameworks, builds personas, conducts interviews, and analyzes patterns to reveal the emotional and cognitive factors behind human choices, and generates expert-level research reports) to get insights
Situation
The brand aimed to launch a seasonal beverage for Gen Z. The challenge is: urban youth expected more than refreshment — they wanted social currency, functional health benefits, and photo-ready aesthetics in their drinks.
Pain
Traditional research was too slow and expensive. The team lacked clarity on:
Which summer flavors and formats would resonate？
How health-conscious trends (low sugar, electrolytes, adaptogens) shaped choices？
What campaign styles truly engaged Gen Z on TikTok and Instagram?
Without answers, they risked blending into a crowded, trend-driven market.
Impact
Leveraging atypica.AI’s AI Research capabilities, Atypica autonomously selected JTBD and STP methodologies aligned with the research objectives and conducted the study, powered by Gen Z interviews, social listening, and market data, the team unlocked insights in days:
Three key “jobs” identified: social currency, sophisticated non-alcoholic experience, and functional mood enhancement.
Wellness Optimizers (health-driven Gen Z) emerged as the ideal target, with halo appeal across other segments.
Winning concept: bold flavors (Yuzu & Rosemary, Passionfruit & Chili), low-sugar functional benefits, and chic, social-first packaging.
This clarity enabled a confident premium launch at 15–25% above category average.
Before vs. After
BEFORE: weeks of guesswork on flavors, vague positioning, high risk of missing Gen Z’s shifting trends.
AFTER: rapid, affordable insights guiding flavor innovation, functional positioning, and digital-first campaigns — turning a risky launch into a focused, premium opportunity.
Report highlights ✨
（shared with user consent）
