Podcast Summary: The Current Podcast – "New Belgium’s Rebecca Dye Yonushonis on Winning Gen Z with Bold Branding"

Episode Details

• Title: The Current Podcast
• Host/Author: The Current
• Episode: New Belgium’s Rebecca Dye Yonushonis on Winning Gen Z with Bold Branding
• Release Date: March 25, 2025

Introduction

In this insightful episode of The Current Podcast, hosts Damian Fowler and Ilyse Lefring engage in a compelling conversation with Rebecca Di Yanishanis, Chief Marketing Officer of New Belgium Brewing. The discussion centers around New Belgium’s strategic efforts to captivate Generation Z (Gen Z) through innovative branding and product offerings, notably their latest launch, Lightstrike.

Understanding Gen Z

Rebecca Di Yanishanis delves into the unique characteristics that define Gen Z, emphasizing the importance of understanding their formative experiences to effectively connect with them. She remarks:

"Gen Z is a generation like no other... if you really climb under, this is a generation that had formative years that were like no other... every generation has their own vibe, and this generation has a vibe that is all about finding the unexpected" (00:33).

Rebecca highlights that Gen Z has grown up amidst unprecedented global events, leading to a distinct set of preferences and behaviors. Unlike Millennials, who thrived on carbonation in beverages, over 60% of Gen Z prefers non-carbonated drinks, seeking variety and intense flavors tailored to their unique tastes.

Branding Strategies for Gen Z

Rebecca introduces the concept of "chaos packaging," a strategy that embraces unexpected and unconventional designs to attract Gen Z’s attention. She explains:

"They're rejecting the picture perfect, polished marketing... it's all about the less perfect you are, the better." (05:04).

This approach contrasts sharply with traditional, meticulously crafted marketing campaigns, favoring authenticity and allowing consumers to personalize their experiences with the brand.

The Launch of Lightstrike

The centerpiece of the discussion is Lightstrike, New Belgium’s bold move to become Gen Z’s drink of choice. Rebecca shares the inspiration behind the name and branding:

"We really think we've got lightning in a bottle... it's something you don't expect and it's not something that you think of." (07:27).

Lightstrike aims to reduce barriers to trial through extensive sampling and strategic partnerships, such as sponsoring local run clubs and leveraging platforms like TikTok and Instagram to engage with influencers who genuinely resonate with the brand.

Marketing Campaigns and Channels

Rebecca outlines the multifaceted marketing approach for Lightstrike, emphasizing the importance of experiential marketing and authentic influencer partnerships:

"We're not interested in the kind of the pay to play space... we want people who actually genuinely love the product." (08:07).

The campaign focuses on creating real-life moments and reducing friction for Gen Z to try the product, believing that once Gen Z experiences Lightstrike, they will become loyal customers.

Cross-Generational Appeal

While targeting Gen Z, New Belgium also maintains a strong presence among Millennials and other generations. Rebecca notes:

"Millennials really gave birth to craft beer... our executive team is half female, which was one of the reasons I was so attracted to the company." (12:31).

This dual approach ensures that New Belgium capitalizes on existing loyal customer bases while innovating to attract younger consumers. She emphasizes that generational preferences are more about mindsets than age, allowing Lightstrike to resonate across diverse age groups.

Female Leadership Insights

Transitioning to leadership topics, Rebecca shares her philosophy on female leadership and the qualities she believes are essential:

"My hope is that one day we don't have to qualify somebody as a female leader and that we just call them a great leader." (14:26).

She advocates for meaningful work that aligns with personal passions and emphasizes curiosity and resilience as key traits for successful leaders. Rebecca also underscores the importance of creating inclusive teams where women feel empowered to express themselves authentically.

Negotiation and Career Growth for Women

In the rapid-fire Q&A segment, Rebecca offers valuable advice for women navigating negotiations and career advancement:

"Ask for what you know you're worth. Do your research first. Make sure that you know what it's worth, but ask for it." (20:43).

She shares a personal anecdote about successfully negotiating her own salary, highlighting the importance of advocating for oneself and supporting other women in their professional endeavors. Rebecca encourages women to embrace a "jungle gym" approach to career growth, focusing on skill development and strategic lateral moves when necessary.

Conclusion and Host Reflections

As the episode wraps up, Hadden and Ilyse reflect on the key takeaways from Rebecca’s insights:

• Innovative Branding: Embracing chaos packaging and authenticity to resonate with Gen Z.
• Strategic Marketing: Leveraging experiential campaigns and genuine influencer partnerships.
• Leadership Diversity: The importance of female representation in leadership roles for better decision-making and creativity.
• Empowerment: Encouraging women to negotiate confidently and support one another in their career journeys.

Rebecca’s passion for marketing and dedication to creating authentic connections with consumers shines throughout the conversation, offering listeners a comprehensive understanding of how New Belgium Brewing is pioneering bold strategies to engage the next generation of consumers.

Notable Quotes with Timestamps:

• Understanding Gen Z:

  "Gen Z is a generation like no other... if you really climb under, this is a generation that had formative years that were like no other..." (00:33)

• Chaos Packaging:

  "They're rejecting the picture perfect, polished marketing... it's all about the less perfect you are, the better." (05:04)

• Brand Naming:

  "We really think we've got lightning in a bottle... it's something you don't expect and it's not something that you think of." (07:27)

• Negotiation Advice:

  "Ask for what you know you're worth. Do your research first. Make sure that you know what it's worth, but ask for it." (20:43)

Final Thoughts:

This episode of The Current Podcast offers a profound exploration of modern marketing strategies tailored for Gen Z, while also celebrating the strides women are making in leadership roles within traditionally male-dominated industries. Rebecca Di Yanishanis’s expertise and genuine approach provide invaluable lessons for marketers and leaders aiming to foster authentic connections and drive meaningful growth.