TARGET AUDIENCE PROFILE

Image 1: People in their 20s hanging out (Cottonbro 2020) Image 2: Value relationships (Shkraba 2020)

The cider industry has a gender-neutral audience with young people in their 20s forming 40% of the market (Newhart 2019). Research shows drinkers who are tertiary educated consume cider more than those who aren’t. Furthermore, females are more likely to enjoy cider regularly, despite males being more frequent consumers of alcohol overall (VicHealth 2016).

Behaviorally, both regular and non-regular cider drinkers tend to drink in similar locations and venues, with the primary location being their home or partner’s home, followed closely by a friend’s home (VicHealth 2016). This suggests the target audience is consuming cider in a relaxed setting. Second are restaurants, nightclubs and parties, further suggesting cider drinkers are social drinkers (VicHealth 2016). Cider drinkers tend to follow a healthy and balanced diet and don’t consider alcohol a part of this lifestyle (VicHealth 2016).

For this campaign, Harcourt Perry & Cider Makers primary target audience are females aged 18-24 years. This age group are defined as Gen Z, who comprises 3.4 million of the Australian population (Are Media 2020). The target audience are tertiary educated or are in the process of completing their studies. They are social and occasional drinkers often drinking at home or at a friend’s house, and are health conscious, looking for options that fit their lifestyle but don’t compromise on quality (Are Media 2020). Cider’s low alcohol by volume (ABV), low carbohydrates and low sugars are key determinants for this audience. Gen Z are mature, deep thinkers, value relationships and respect the real and relatable (Are Media 2020). They value authenticity, are community minded and advocate for individualism, acceptance and a sustainable planet (Are Media 2020). This internet-savvy, technologically literate generation are innate multitaskers, moving quickly from one task to another (Are Media 2020). They have only known wireless, hyperlinked and usergenerated, where they are only ever a few clicks away from any piece of information (Are Media 2020). The world is an open book to Gen Z. For this campaign to be successful, HP&CM’s communication needs to be tailored, authentic and engaging. To connect with their target audience, they will need to share the story behind the brand. Gen Z will then assess if their values align with HP&CM before they choose to invest and support the brand (B&T 2020).

HP&CM’s marketing communications should centre around the brand’s ethos, telling their story by highlighting their local orchard, resulting low food miles, their brewing procedures, and their sustainability practices.

Research shows this generation connects less with people and brands that are focused on achievement and control, and more on those who are playful, human and have the ability to transform (Are Media 2020). This is reflective of their dismissal of self-serving and individualistic beliefs that endorse social hierarchies (Are Media 2020). They respond to the fun, joy and enriching power of the everyday (Are Media 2020).