2024-10-24 20:47:00
They are considered digital natives, they grew up in a reality of the internet and social networks. They are hyperconnected, multitasking, tolerant of change and value causes of inclusion and social justice. This is generation Z, also known as “Gen Z” or “Zoomers” – born between 1997 and 2012. As consumers, here is a new profile: they constitute the portion of the population that values the experience of a product or service. More than that, they are people who seek personalization, authenticity and practicality and, therefore, opt more for online shopping. Keeping an eye on the behavior of these new consumers and aiming to meet their needs, Grupo Utam has shaped its products, marketing actions and campaigns. An example of this is the recent launch of the Utam Multi line – made up of coffee capsules and various drinks compatible with Dolce Gusto machines.
The line arrived on the national market in March this year and the focus of the coffee industry’s launch campaigns is on attracting consumers to experiment with flavors. This goal has already been worked on since the name Utam Multi, which derives from the diversity of drinks that this line provides. Initially, it brings seven blends: Café Matinal, Café Espresso; Intense Coffee, Cappuccino; Coffee with Milk; Chocolate milk and lemon tea. The capsule versions are found at the company’s points of sale and e-commerce in cartridges with 10 units each. “Utam Multi brings a diversity of drinks for different palates and consumption preferences”, explains the group’s director, Ana Carolina Soares de Carvalho.
The brand’s new line was also designed to meet the consumer desires of generation Z, as, like this audience, they value moments of introspection and well-being. “The experience we intend to offer with the Multi line aims to transform the simple act of drinking a coffee, chocolate drink or tea into something greater: an instant of connection with oneself and the present”, highlights the director.
Christian Klein, director of Projeto Integrado, the agency that planned the launch campaign for Utam Multi products, explains that generation Z has diversity as its identity and is driven by the desire to explore new sensations and perspectives. Hence the synergy of the Utam Multi line with this audience. “In the same way, Utam Multi is diverse, with several flavors that speak to a plurality of tastes and preferences. Each capsule is an opportunity for discovery, aiming to transform routine into special moments.”
Values-based experiences
Grupo Utam’s marketing manager, Fabiana Aprile De Freitas Silveira, explains that zoomers are also known for looking for brands that share their values. She says that, to launch new products, the coffee industry was based on research and closely observed the behavior of this public. “We detected that they are consumers who want to connect with brands capable of promoting sustainability, social responsibility and well-being. Utam’s objective is not just to offer a product, but an experience that aligns with this generation’s desire to live fully and consciously”, he says.
Interaction channels
In addition to new products, Grupo Utam is investing in e-commerce, social media strategies and tools that aim to bring its relationship with the consumer closer. Thinking even more about generation Z, the company created a sales application to improve the purchasing experience of its customers, via cell phone – available on the systems Android e iOS. The feedback expected by the group is to increase customer loyalty and promote more effective interaction.
Fabrício Rodrigues, the company’s e-commerce manager, says that the application has enabled good online purchasing rates. “With the new app, we enable customers to access Utam products easily, in addition to establishing more direct communication, with frequent pushes of promotions and news”. The manager adds that the tool is suitable to serve zoomer customers, as they are connected to online technologies and platforms practically full time. “In addition to using the internet to make purchases, this group also explores and admires brands that offer fluid and engaging digital practices.”
Christian Klein emphasizes that the Z audience expects companies to be present where they are – on social networks, shopping apps, video platforms and even in new environments like the metaverse. In his opinion, companies that offer a consistent omnichannel experience (retail trend based on the concentration of all channels used by a company) have a significant advantage in the market. “The consumption power of generation Z is a strategic factor that is shaping operations today, because this audience’s journey goes beyond the product itself; it involves direct interaction with the brand, with storytelling (the art of telling stories using inspiring techniques to transmit an unforgettable message) and the digital experience as crucial factors in the purchasing decision”, he concludes.
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**Interview with Ana Carolina Soares de Carvalho, Director of Grupo Utam**
**Editor:** Thank you for joining us, Ana. It’s been an exciting time for Grupo Utam with the launch of the Utam Multi line. Can you tell us a bit about the inspiration behind this new product line and how it caters to Generation Z?
**Ana Carolina Soares de Carvalho:** Absolutely! We recognized that Generation Z, or Zoomers, are unique consumers who prioritize experience and authenticity. Our Utam Multi line was inspired by their passion for diversity and exploration. With seven different blends, we aimed to create products that not only satisfy various palates but also enhance the moments of introspection and well-being they cherish.
**Editor:** It’s clear that connecting with Gen Z requires more than just a good product. How does Utam Multi align with their values and lifestyle?
**Ana Carolina Soares de Carvalho:** Great question! Gen Z is driven by social justice, sustainability, and personal well-being. Our marketing strategies reflect these values; we want to offer our consumers not just coffee or tea, but an experience that resonates with their lifestyle. By promoting inclusivity and sustainability through our products and initiatives, we aim to forge a genuine connection with this audience.
**Editor:** Christian Klein mentioned that the Utam Multi line reflects the diversity of Gen Z. Can you elaborate on how that diversity is expressed through the product offerings?
**Ana Carolina Soares de Carvalho:** Certainly! Our diverse range of flavors—from intense coffee options to refreshing lemon tea—mirrors the varied tastes and preferences of our consumers. Each capsule is an opportunity for discovery and transformation of everyday moments into something special. It’s about creating a ritual that feels personal and unique.
**Editor:** There’s also a strong emphasis on the shopping experience. How is Grupo Utam enhancing customer interaction, especially with the rise of digital engagement among Gen Z?
**Ana Carolina Soares de Carvalho:** We’ve recognized that Gen Z prefers online shopping and seamless experiences. That’s why we’ve invested in a dedicated mobile app to improve purchasing processes and foster closer relationships with our customers. We’re committed to making interactions more engaging and meaningful, focusing on customer feedback to enhance loyalty and satisfaction.
**Editor:** Lastly, what do you foresee for the future of Utam in terms of catering to shifting consumer dynamics?
**Ana Carolina Soares de Carvalho:** We’re excited about the future! As consumer preferences continue to evolve, we will remain adaptive and responsive to meet their needs. Our focus will be on innovation, sustainability, and creating experiences that genuinely resonate with people’s values. We believe this approach will not only sustain our relationship with Gen Z but also attract a wide range of consumers in the years to come.
**Editor:** Thank you so much for your insights, Ana. It’s fascinating to see how Grupo Utam is positioning itself in this rapidly changing market.
**Ana Carolina Soares de Carvalho:** Thank you for having me! It’s a pleasure to share our vision.
**Editor:** Thank you for joining us, Ana. It’s been an exciting time for Grupo Utam with the launch of the Utam Multi line. Can you tell us a bit about the inspiration behind this new product line and how it caters to Generation Z?
**Ana Carolina Soares de Carvalho:** Absolutely! We recognized that Generation Z, or Zoomers, are unique consumers who prioritize experience and authenticity. Our Utam Multi line was inspired by their passion for diversity and exploration. With seven different blends, we aimed to create products that not only satisfy various palates but also enhance the moments of introspection and well-being they cherish.
**Editor:** It’s clear that connecting with Gen Z requires more than just a good product. How does Utam Multi align with their values and lifestyle?
**Ana Carolina Soares de Carvalho:** Great question! Gen Z is driven by social justice, sustainability, and personal well-being. Our marketing strategies reflect these values; we want to offer our consumers not just coffee or tea, but an experience that resonates with their lifestyle. By promoting inclusivity and sustainability through our products and initiatives, we aim to forge a genuine connection with this audience.
**Editor:** Christian Klein mentioned that the Utam Multi line reflects the diversity of Gen Z. Can you elaborate on how that diversity is expressed through the product offerings?
**Ana Carolina Soares de Carvalho:** Certainly! Our diverse range of flavors—from intense coffee options to refreshing lemon tea—mirrors the varied tastes and preferences of our consumers. Each capsule is an opportunity for discovery and transformation of everyday moments into something special. It’s about creating a ritual that feels personal and unique.
**Editor:** There’s also a strong emphasis on the shopping experience. How is Grupo Utam enhancing the way Gen Z shops for your products?
**Ana Carolina Soares de Carvalho:** We’ve invested heavily in e-commerce and digital engagement. Our new sales application allows consumers to easily access Utam products and receive personalized updates on promotions and news. We’re committed to providing an omnichannel experience that is fluid and engaging, recognizing that Gen Z spends a significant amount of time online.
**Editor:** What have been some initial responses to the Utam Multi line, especially from Gen Z consumers?
**Ana Carolina Soares de Carvalho:** The feedback has been overwhelmingly positive! Customers appreciate the variety and the thoughtfulness behind the flavors. Many have expressed how the experience of trying different blends can elevate their routine, offering them moments of joy and connection—a crucial aspect for the introspective nature that Gen Z seeks.
**Editor:** Thank you for sharing these insights, Ana. It’s fascinating to see how Grupo Utam is aligning its products with the values and preferences of Generation Z.
**Ana Carolina Soares de Carvalho:** Thank you for having me! We’re excited to keep evolving with our consumers and delivering meaningful experiences.
