Topic: Frio: An analysis of GEN Z consumer behavior for Frio in the UAEObjective: Based on a thorough analysis, teams should come with a better understanding of Gen
Z consumers’ behavior regarding sparkling water in the UAE.Requirements:Your team is hired as a Gen Z marketing consultancy. Your mission is to decode the drinking
habits of UAE consumers and craft a behaviour-changing campaign that convinces them to
choose FRÍO—a proudly UAE-made brand—over legacy soft drinks and imported sparkling
water labels.FRÍO isn’t just fizzy. It’s a challenger brand. Made in Dubai, designed for a generation that
values health, originality, and impact. But to win the shelf, it needs to win hearts and change
habits.we need to answer this question and add images: 3- What motivation strategies (apply Maslow’s Hierarchy of Needs) will you apply toconvince current Diet Pepsi, Coca-Cola Zero, Perrier, and San Pellegrino drinkers to try
FRÍO?our motivation startegies are:- 2. MOTIVATION
Goal: Link FRÍO to the rewards consumers seek (health, pride, social currency).
“Scratch-&-Sip” loyalty card game
Explanation: Scratch dots shaped as 10 Dubai icons every time you get 3 cans of frio 3cans=1scartch; collect all to unlock a FREE session at NAS Padel court
30×30 “Run for Your Gut” leaderboard
Achievement – every 2km run logged earns mileage points which is having a frio stand on every 5km stamp and get a free drink