Oakberry Açaí — Charlie Goldman Portfolio

Main Character Energy | Oakberry Açaí

Co-Director, Strategist & Presenter | Charlie Goldman

Co-Director, Strategist & Presenter | Angie Gonzalez

Background

Oakberry delivers premium açaí products that combine quality, customization, and convenience. Known for its on-the-go açaí cups with unlimited toppings, the brand emphasizes functional nutrition, strategic partnerships, and community engagement to promote a balanced, health conscious lifestyle.

Objective

Elevate Oakberry Açaí’s brand awareness and position the brand as the go-to functional food for a holistic lifestyle by developing an evergreen social media campaign. The campaign targets active and health conscious Gen Z consumers who prioritize wellness.

Insight

Gen Zers prioritize their wellness because they view every choice as a reflection of their identity and validation of self-worth.

Survey Data | 381 Participants

35 Questions
Demographic & Psychographic
Social Media Habits
Health & Wellness Behaviors
Perception of Oakberry Açaí

Key Findings

81% prioritize choosing healthy snacks and meals.
65% select healthy snacks or meals for general health benefits.
25% select healthy snacks or meals for weight management.
41% enjoy Oakberry’s lifestyle content.
57% describe Oakberry as a health-conscious and trendy brand.
85% emphasize the importance of localized content.

Consumer Takeaway

Açaí is strongly associated with wellness goals, with participants noting its health benefits and how it makes them feel “better” and “fit.”

Brand Takeaway

Gen Z prefers social media content that feels authentic and mirrors the content of influencers they follow.

Product Takeaway

Oakberry should continue promoting its customizable options to make the product more enticing for repeat purchases.

Key Quotes

“If I can customize it with the right toppings—fruits, granola, protein powder— it makes it worth getting.”
“Açaí is a good balance between being a treat and still feeling like you’re eating something good for your body.”
“The content that I like from brands is the content that is actually not trying to sell… when they’re just making content like any other content creator would do.”
“I follow influencers who aren’t necessarily oriented towards looking a certain way but more so feeling a certain way.”

Social Media Takeaway

Gen Z is drawn to brands that create influencer-like content, focusing on lifestyle and wellness rather than direct selling. This approach should guide Oakberry’s social media strategy to align with these preferences.

Health & Wellness Takeaway

A strong association between açaí and health and wellness emerged as a key theme. Participants widely viewed açaí as a healthy, light option, especially for nutritious snacks or post-workout meals

Using the collected survey data, focus group findings, and secondary research, the strategy team developed audience segmentations.

Strategy

The Oakberry campaign raised brand awareness for the company’s US market. Oakberry is more than just a superfood provider, it is a lifestyle staple for Gen Z consumers seeking balance, authenticity, and energy. Through a combination of primary research, including surveys and focus groups, we uncovered key insights into the habits and values of our target audience. These findings informed a multi-channel approach that prioritized strategic OOH placements and authentic digital storytelling. By aligning Oakberry’s core strengths—customization, convenience, and quality—with Gen Z’s desire for real, functional wellness, the strategy aimed to deepen brand relevance and drive loyalty.

Focus Group Data | 17 Participants

Two 1 Hour Sessions on Zoom
September 4th, 2024 & September 5th, 2024
Health & Wellness Behaviors
Location, Convenience & Customization Preferences
Social Media Influence

In every great story, the main character is unapologetically themselves—confident, bold, and committed to growth.

Pride in Progress

Activez have a sense of pride towards their active lifestyle because it proves the choice to self-improve was right. They believe all eyes are on them in a world where validation matters.