Loud, colorful - and yet not enough? What Gen Z really expects from new products
Coca-Cola is launching Peace Tea, a colorful iced tea product, in Switzerland—specifically targeting Gen Z. But is eye-catching design enough to win over young consumers? A concept test involving 200 Gen Z representatives examined what really matters—and what role DIY market research plays in early-stage product development.
With Peace Tea, Coca-Cola is launching a strikingly designed, caffeinated iced tea product for the first time outside North America - exclusively in Switzerland (Markt-kom.com reported). The target group: young adults with an affinity for design and functional added value. But is a strong look enough to score points with Gen Z?
A concept test from Deeptrue with 200 people between the ages of 16 and 29 shows what really matters to this generation. And why early, well-structured feedback should be part of the basic strategic equipment of every market launch today.
Gen Z - selective, but responsive
Generation Z has grown up with an oversupply of messages, products and platforms. They move confidently through digital spaces, deal with social issues and expect more from brands than just product promises. For many, concepts such as attitude, consistency and meaningfulness are not peripheral, but at the heart of the decision.
It is not possible to draw a uniform profile of values. What is noticeable, however, is that superficiality is quickly seen through. Those who are too loud, too smooth or too vague lose out. Those who communicate cleverly and clearly, on the other hand, gain interest. Brands that listen to this generation (keyword consumer listening) instead of just courting them create a basis - not just for consumption, but for relationships.
A sober look at peace tea
As part of a concept test on the DIY market research platform Deeptrue In mid-May 2025 - before the launch in Switzerland - 200 people aged 16 to 29 from German-speaking and French-speaking Switzerland were invited to evaluate the "Peace Tea" product based on the visual concept. The focus was on the design, the communicated product promise - caffeine as an additional functional benefit - and the perceived fit with the target group. Both standardized assessments, such as purchase interest or credibility, and open comments were recorded in order to understand likes, dislikes and spontaneous associations with the product.
The aim of the survey was not confirmation, but honest feedback: Which elements are convincing - whether in terms of design, value proposition or brand fit? Where do doubts arise? And where does Peace Tea remain too interchangeable despite its eye-catching look?
Good first impression
The concept was convincing at first glance: 73% of respondents gave the product idea a positive rating. The eye-catching, colorful design in particular was perceived as suitable for the target group. The language was described as youthful, playful and "different from classic drinks". Peace Tea hit a nerve - at least superficially.
But what sticks - apart from the look?
As soon as it came to the core content, a more differentiated picture emerged: although the promise - iced tea with caffeine - was understood, the functional benefits remained abstract for many. For some respondents, the brand was visually attractive, but the narrative was unclear.
This tension was particularly evident in the open comments. Two interviewees put it this way:
"I can see where it's going, but I don't see the thinking behind it."
"I like the design - but somehow the product doesn't tell me anything about itself."
Attraction yes, connection missing
The results show: Peace Tea is a good example of how design opens doors - but does not yet lay a foundation. The concept appeals, stands out, attracts attention. But for it to become relevant, it needs more than style. It needs a story that sticks - and substance that delivers what it promises.
What brands can learn from the test case
The results show that new products need more than originality - they need connectivity. An honest narrative, recognizable values, a connection to the reality of the target group's life. Anyone who thinks this can be delivered later has often already lost.
This is precisely why early, structured testing is worthwhile: a simple concept test, set up correctly, not only shows whether a product is appealing - but also where it is not yet understood. This is not a weakness, but a strategic advantage. Because such feedback allows adjustments to be made before major investments are made. They make consumer centricity concrete - not as a buzzword, but as an approach.
The DIY market research tools available today, such as those from Deeptrue massively lower the threshold for carrying out such tests. Valid consumer insights can be gained without a long lead time - quickly, comprehensibly and in a way that can be integrated into the development teams. This means that empirical consumer research is not an obstacle, but an accelerator of smart decisions.
Conditional dispute
Generation Z is ready to engage with new products - but not unconditionally. If you take Gen Z seriously, you will not encounter arbitrariness, but clarity. The Peace Tea study shows: Good design is a start, but not an argument.
If you want to launch successfully today, you need more: real listening, early feedback, clear adjustment. Brands that follow this path not only win customers - they win people who feel understood. And that is more than just market success. It is relevance.
