Aligning Health and Food Marketing at Zing Sodas

In this LiveCase, learners are immersed in the role of Senior Executives on a sustainability task force at Zing, a global bevco facing the challenge of aligning its product line with health and sustainability goals. In this interactive learning journey, participants learn to apply epicurean nudging—using sensory enhancements to promote healthier consumption—while exploring how to modify products to achieve a 'triple win' that benefits the customer, society, and the business.
The simulation begins with Zing’s CMO unveiling a bold vision for health and sustainability, set against a backdrop of public skepticism and declining consumer trust. Participants engage with colleagues, analyze customer data, and receive insights as they work to refine and modify a set of potential new beverage concepts. Guided by qualitative and quantitative insights, learners navigate complex decisions on size, ingredients, messaging, and pricing to tailor the products for distinct customer personas representing diverse market needs.
A trade fair role-play exercise allows participants to test their strategies and gather real-time feedback from these personas, played by (optional) AI-driven characters or live actors, leading to the final task of recommending optimal product modifications and selecting a lead product for maximum impact.
This LiveCase is ideal for undergraduate, MBA, and executive learners, offering a dynamic mix of storytelling, data analysis, and role-playing. Designed for in-person or online delivery, it challenges participants to think critically about sustainable marketing strategies, balancing profitability with social responsibility. The experience concludes with a debrief session, where insights are analyzed, fostering rich discussions on how to apply these lessons to real-world challenges.

1) Balance economic performance with societal progress, integrating goals like efficiency, innovation, equity, and sustainability.
2) Combine material reasoning focused on profit with moral reasoning rooted in fairness, well-being, and contribution.
3) Strengthen leadership by developing traits such as care, courage, and commitment.
4) Apply philosophical ideas to shape ethical strategy.
5) Design strategies that drive results and deliver lasting social impact.