IT’S NOT JUST A VIZZY, IZ A VIBE
There are two major highlights of Vizzy. The first is the functional ingredients of the product. More and more young consumers prefer drinks with functional ingredients. The second is the emotional resonance with the new generation of young people. This is due to the brand’s choice of marketing trend: Personalization.
How are they using it?
Vizzy has achieved the modern marketing concept of loving customers rather than products. It is on the side of the user, fully satisfying the needs of the customer, and will hold activities close to the life of the consumer according to his or her hobbies. While studying Vizzy, I even had the illusion that Vizzy is a part of the young people with distinctive personality traits.
Vizzy enriches the taste of its products and beautifies its packaging according to its own individual needs. The overall official website of Vizzy is bright and fruity, and the colors become more vibrant when the mouse clicks, a trait that is already expressing its clear brand colors as well as brand message to consumers. This time in the newly launched Mimosa series, the main colors and fruits are overall bright and even a little psychedelic, full of happy and celebratory atmosphere. This is certainly a product that consumers like to personalize. In support of trans and nonbinary communities. Vizzy Hard Seltzer also has its own limited-edition rainbow packaging, highlighting the personalization marketing trend even more. Also, more surprisingly, vizzy’s peripheral products, such as swimsuits, are in line with the product packaging style. By putting bright fruits and rich colors using visual impact such as color difference appears more personalized style, making the brand’s message more prominent and allowing consumers to truly experience the personalized marketing trend.
What intrigued you about how this brand is using this?
Because I often post about my life on social media, I would unconsciously match the colors to take nice pictures. Every time we went on a picnic, we would go to the supermarket to buy drinks, and Vizzy’s bright packaging was always impossible to ignore. vizzy has certainly grasped its main customer base, using the impact of visual marketing to understand the psychology of customers, and using personalized marketing trends to make the product from taste to appearance all to the satisfaction of consumers.
How did it help or not help them achieve their marketing objectives?
Vizzy, a young brand founded in 2020 and successfully developed into the nation’s №4 hard seltzer, is making its way in the hard seltzer market with its own personalized marketing model that touches the hearts of consumers through its unique fruity-sweet passionate and colorful marketing strategy. Vizzy is very close to the consumer, even taking advantage of the younger generation’s love of astrology, doing a “Mercury Retrograde” campaign and launching corresponding packaging to encourage consumers to go to the website to share their own stories about what they encountered during that time period. Vizzy has proven to use personalization to build lasting relationships with consumers, with 56% of Vizzy buyers being repeat customers, an 11.5% increase over the same period last year, according to IRI data from January. As a new generation of consumers, they no longer buy on demand, but prefer to “personalize” their purchases to fit their “values’’ and “morals” and other emotional preferences. Vizzy is keenly aware of the needs of consumers, and through various revolutionary cross-border cooperation to build their core competencies, to deliver corporate values in line with consumer awareness, and to open up a larger market space, which is the long-term development of the brand.
Do you think this trend will fade or is it here to stay?
I think this trend will continue. With multiple store data as of May 1, 2022, Vizzy’s year-to-date sales are up 8%, beating market leaders like White Claw, Truly and Bud Light Seltzer. Vizzy, along with his investment partner Topo Chico Hard Seltzer, helped Molson Coors become the fastest growing portfolio in the U.S. The new hard soda market that emerged in ‘15-’16, Vizzy was a late comer, using its distinctive, personalized marketing to make customers remember its VC-rich fruit flavors and bright packaging. According to IRI, Vizzy’s new antioxidant-rich vitamin C products are generating growth for the brand and the market segment. According to IRI, Vizzy’s new user growth rate is significant. More than one-third of consumers who purchased Vizzy variety pack 2 were new consumers of hard soda and 75 percent were new consumers of the Vizzy brand. The data shows that 52% of the consumers who purchased Vizzy variety pack 2 of the VizzyLemonade hard seltzer were new to the market, and 79% of them were new to Vizzy.
