Asahi Soft Drinks Co., Ltd. will launch a limited release of the lightly carbonated juice beverage “BE” on September 24 at select Seven-Eleven stores in the Kanto area (Ibaraki, Tochigi, Gunma, Saitama, Chiba, Tokyo, and Kanagawa prefectures). The drink, developed in collaboration with Generation Z, allows consumers to choose according to their desired mood.
“BE” is a carbonated beverage developed in collaboration with Generation Z, focusing on various refreshing moments that this generation seeks. It is designed to be chosen when one wants to “switch moods.” The lineup includes three varieties: ‘BE SUNNY’ with grape juice, ‘BE FOCUSED’ with grapefruit juice, and ‘BE RELAXED’ with apple juice. ‘BE SUNNY,’ containing rosemary oil, is perfect for times when one wants to feel cheerful, while ‘BE FOCUSED,’ with lemongrass, suits moments when concentration is needed. ‘BE RELAXED,’ containing mint extract, helps during times when relaxation is desired. The brand name “BE” is derived from the verb “to be,” representing different states of being.
This product was co-created by Asahi Soft Drinks and CyberAgent, in partnership with Generation Z. Insights from a survey conducted by CyberAgent’s marketing division and its “Next Generation Lifestyle Lab” revealed that Generation Z tends to seamlessly switch between different modes depending on the situation. With the theme of developing a drink that allows Generation Z to feel true to themselves, two workshops were held, involving 12 university students, to discuss the taste and packaging. The result was a product that reflects the opinions shared during these discussions. The packaging was designed to be both positive and appealing, with a design that Generation Z would want to carry around. The communication strategy targets Generation Z with the concept of a “Tuning Drink,” which allows them to switch freely and enjoy the moment as their best self, adapting to the situation. Through the sale of this product, it aims to provide Generation Z with opportunities to enjoy life by freely adjusting themselves to different moments and situations.
Related Articles
TOFU sweet bar innovation
Martner Japan insight comment The Tofu Bar is a clean-label, plant-based food product that maximizes the natural power of soybeans by eliminating unwanted bitterness and off-flavors. Seasoned and ready-to-eat, it is designed to suit a variety of modern...
Sweet potato snacking “Salted Karinto made with ‘Kogane Sengan’, a premium sweet potato grown in Kyushu Japan
Martner Japan insight comment "Imo Kenpi" is a traditional Japanese snack made by deep-frying thin strips of sweet potato and coating them with a light sugar glaze. It pairs perfectly with Japanese tea or other beverages, yet this simple and delicious snack remains...
FIZZPRESSO: Redefining RTD Coffee with Sparkling Espresso Innovation
Martner Japan insight commentSuccess for FIZZPRESSO will depend on how effectively ITO EN can frame it not as “coffee with bubbles,” but as a new category altogether—akin to the way hard seltzer or cold brew evolved beyond their origins. Positioning, packaging, and...