Starry is a Playful, Energetic Soda for Gen Z
Laura McQuarrie — October 18, 2022 — Lifestyle
References: starrylemonlime & thedieline
Starry is a new brand of lemon-lime soda that appeals to a new generation. The citrusy soda is available in regular and zero-sugar versions and is introducing itself to the world with a logo that's playful and full of energy.
Gen Zers are consuming less sugar-laden soft drinks, however, this audience may be interested in new kinds of soda options created with them in mind, especially if they feature no- or low-sugar recipes.
Coca-Cola’s Sprite the top lemon-lime soda in volume sales, but nationally, it is also the fourth-largest soda brand of all. Starry is a new soda that promises to challenge Sprite by targeting a youthful new audience, and it has the potential to replace Sierra Mist.
Gen Zers are consuming less sugar-laden soft drinks, however, this audience may be interested in new kinds of soda options created with them in mind, especially if they feature no- or low-sugar recipes.
Coca-Cola’s Sprite the top lemon-lime soda in volume sales, but nationally, it is also the fourth-largest soda brand of all. Starry is a new soda that promises to challenge Sprite by targeting a youthful new audience, and it has the potential to replace Sierra Mist.
Trend Themes
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Gen Z Soda — Starry's lemon-lime soda is a new option for Gen Z who are consuming less sugar-laden drinks.
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Low-sugar Soda — Starry's no- and low-sugar recipe provides an opportunity for a new kind of soda drink.
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Soda Brand Challenge — Starry is positioning itself to challenge Coca-Cola's Sprite and potentially replace Sierra Mist.
Industry Implications
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Beverage Industry — The beverage industry can capitalize on the trend of Gen Z consuming less sugar-laden drinks by developing more low-sugar soda options for this audience.
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Marketing Industry — The marketing industry can leverage the opportunity to create playful, energetic branding that appeals to the youthful Gen Z audience.
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Retail Industry — The retail industry has the potential to benefit from the success of Starry and other emerging brands that cater to the Gen Z audience.
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