Challenge of Defining Insight: We initially struggled to pinpoint a core consumer insight for our Coca-Cola project because Gen Z, particularly Japanese Gen Z, is a complex and contradictory demographic. This generation is self-focused yet highly aware of social expectations, leading to a nuanced, sometimes conflicting approach to identity and individuality.

Contradictory Traits: Japanese Gen Z holds both a desire for individuality, inspired by globalisation, and a need for acceptance within Japan's conformist culture. They want to stand out but also feel a deep need to connect with others. These dual desires create a unique tension: they are inclined towards trends that allow personal expression but still fear deviating too far from societal norms.

Unique to Japan: Unlike their Western counterparts, Japanese Gen Z places a high value on societal approval and harmony. For example, while Western Gen Z may prioritise self-expression without concern for others’ opinions, Japanese Gen Z tries to balance individualism with the cultural emphasis on 'reading the room' and fitting in.

Desire for Identity: Japanese Gen Z seeks products and experiences that reflect their personal identity. They want brands to provide something personalised and reflective of who they are while remaining subtle enough to avoid social alienation.

Susceptibility to Trends: Trends provide a pathway to connect with others, which is essential for this audience. By adopting new, popular elements, Japanese Gen Z can express individuality while still aligning with social standards.

Tension Between Connection and Independence: While they value individuality, Japanese Gen Z is not fully independent in identity formation. They often depend on peer feedback and are sensitive to societal approval, distinguishing them from more independent-minded Western Gen Z.

Avoiding Corporate Stereotypes: We recognised that generic corporate messages about "freedom of expression" could come off as superficial and even annoying to Gen Z. Simply urging self-expression without addressing societal constraints is likely to alienate this audience, who are highly sceptical of brands that appear insincere.

Festival Concept: Inspired by the idea of a masquerade, we envisioned an event where attendees can embrace different aspects of their personalities while still feeling connected to others. This Coca-Cola-hosted festival, called "Masked," symbolises the balance between individuality and community in a culturally sensitive, engaging way.

Masquerade as a Theme: Traditionally, a masquerade allows people to temporarily alter their identity without fully concealing themselves. This aligns well with Japanese Gen Z’s need to express individuality without entirely distancing from societal norms. At "Masked," attendees can wear masks, not as a tool for hiding, but as an invitation to amplify unique aspects of their personalities.

Coca-Cola Bottle Caps as Tickets: Festival entry would be granted through Coca-Cola bottle caps, turning the product into a ticket, making it accessible while promoting sales. This feature also contributes to a sustainable aspect by giving the caps a second life. By encouraging consumers to collect and reuse the caps, Coca-Cola helps foster a small but meaningful shift towards sustainability, aligning with Gen Z's growing concern for eco-friendly practices.

Innovative Label Design: Coca-Cola labels would be crafted from a material that can be cut into masks, offering a playful and interactive product experience. Consumers could use these masks at the event, adding a layer of creativity and personalisation that resonates with Gen Z’s desire for unique, functional design.

Mini-Games: To boost engagement and make the event fun, we propose a series of mini-games that utilise Coca-Cola products. For instance, participants can use additional Coca-Cola bottle caps to access these games, encouraging product purchases while creating a memorable event experience. The reuse of bottle caps for these activities further reinforces the event's eco-friendly touch.

Photo Booths: Attendees can use Coca-Cola caps to access photo booths, reinforcing the connection between Coca-Cola and the festival experience. This not only encourages additional purchases but also provides shareable, social media-friendly moments that align with Gen Z’s desire for memorable, community-oriented activities.

Inclusive Atmosphere: Unlike formal gatherings, this festival would allow Japanese Gen Z to experience a lighthearted event where they can showcase parts of themselves in ways they typically wouldn’t in everyday life. This caters to Japan’s limited opportunities for personal expression in public settings, making the event an exciting and novel experience.

Aligning with Gen Z Values: The "Masked" festival respects Gen Z’s need for both individuality and community, offering a safe space where they can explore self-expression without sacrificing social harmony. By using subtle yet impactful themes, Coca-Cola demonstrates an understanding of the complexity of Gen Z identity without being overly prescriptive.

Boosting Brand Affinity, Sales, and Sustainability: The event offers Coca-Cola an opportunity to build stronger brand affinity through meaningful experiences. Using Coca-Cola bottle caps as tickets and integrating products into interactive elements like games and photo booths directly encourages sales. Additionally, the eco-conscious use of bottle caps and labels as event materials subtly aligns Coca-Cola with sustainable practices, an area Gen Z values.

Long-Term Brand Perception: By hosting a culturally relevant event, Coca-Cola positions itself as a brand that truly understands Japanese Gen Z’s unique identity struggle. This initiative strengthens Coca-Cola’s image as a brand that champions individuality within community—a balance that is vital to Gen Z in Japan.