Millennials, Gen Y, or whatever you want to call them, are not the beer-drinking, cigarette-smoking partygoers of yesteryear.
This proposition is now subject to a greater clarity of messaging as it is not spread thinly across a disparate portfolio of products. Instead, the “One brand” approach hinges everything that makes Coca-Cola famous on the core product benefits of each drink.
Linking brands that work well together can be a challenge. If you have one brand that is instantly recognisable to the public, combining with an unknown, or perhaps only locally known brand, it is easy for all the attention, good and bad to be focused on the known brand.
Getting products to stand out is definitely harder than ever. It’s not just about great looking packs, but about ensuring that brands express their values more via packaging than ever before.
Consumers want unique content; quirkiness and novelty isn’t enough anymore. Instead, the experience has to be useful, engaging, timesaving or shareable.
Romantic love has the most visual clichés associated with it, often in the form of scenarios: proffering bunches of red roses, drinking champagne, sharing food, hugs and kisses, offering chocolate, a ring, or other jewelry—the list goes on.
Around Valentine’s Day, consumers may venture into stores—both on the high street and online—to purchase a one-time gift, but this creates an opportunity for brands to engage that consumer and keep them around for longer.
The digital world has already begun to take advantage of personalisation, using the blizzard of personal data generated by our online behaviour and shopping habits to create emails, ad placements, special offers and website experiences that are tailored to our specific needs and profile.