R1T SUV late adopter
The challenge
Among the growing trend of mindful drinking we found that Gen Z imbibes in 20% less liquor than their Millennial counterparts. The catch? Its not about switching to zero-proof. In fact, our research pointed toward a white space in the market—young adults are thirsty for something that’s low in alcohol and big on fun.
Our research led us down aisle after aisle of the same white cans, zero-proof beers, and ultra boozy cocktails. That’s when we realized, our audience is tired of having to choose between basic, boring, bland—and the feeling of not fitting in.
Our research led us down aisle after aisle of the same white cans, zero-proof beers, and ultra boozy cocktails. That’s when we realized, our audience is tired of having to choose between basic, boring, bland—and the feeling of not fitting in.
Product strategy
The story of Rivian is bigger than a truck.
It’s an emotional story. It’s a new path made by a new kind of product that defines new opportunities. It’s things like purpose, equity, and community.Notably, as you mention on your website, it’s also about breaking up homogeneity and reaching unrepresented groups. So, we made a spot that challenges traditional beliefs around trucks and those who drive them. It’s about one woman adventuring beyond expectations and living the empowerment of her Rivian truck. Only Rivian can tell a story like this. We’ve just articulated it with a strategy tuned to your needs. This is a Rivian adventure.
