Pernod Ricard’s Post

A great example of using the power of #Empathy in the world of non-alcoholic beer! This piece explores the efforts made by the brand to create an inclusive and unforgettable experience for everyone, including non-alcoholic beer drinkers. Serving its product on draft, this challenger brand is breaking barriers and ensuring that no one feels left out - Cheers to that! 🍻😊 Discover how Ipsos can help brands in applying an Empathetic perspective, converting insights from disengaged observations into something more impactful and transformative 👉 https://lnkd.in/d3H4ahMx #Empathy #Inclusivity #ChallengerBrand #Brand

Founders - great products need to be backed up with great stories: After World War II , Heineken was the first imported beer in America, 40 years later , over 425 imported beers that probably taste better Heineken are available yet still the no 1 imported beer in the market. Marketing Lessons to learn from this: 📌To be a leading brand in any product category you need to work on being the first in the consumers mind. 📌When your customer thinks of what you sell - they NEED to think of you, this is done through a strategic brand awareness campaign. 📌It’s not just about being the better product it’s about being the favourite/memorable product, because marketing is not a battle of products it’s a battle of perception. The best product will always coming second if it’s not backed by the best marketer. #digitalmarketingstrategy #startupmarketing

Introducing: Gatorade water 💧Alkaline and electrolyte infused for great taste. PepsiCo’s Gatorade, with the help of TBWA\Chiat\Day LA, is introducing a new take on the original sports drink—its first branded water. “Everyday athletes are seeking an unflavored water for all-day, on-the-go hydration, but many haven’t yet found a brand they trust. As a brand with deep credibility in hydration, it makes sense for us to fill the gap”, says Gatorade. Learn more about the campaign on Ad Age: https://lnkd.in/ec6QQxTz

Brands do lots of things, but one thing all great brands should do is work hard to be culturally relevant. This is another example – plant-based food and dairy alternatives being others – where the cultural and behavioural change was already happening, but it needed a challenger brand to accelerate the segment or category from niche to mainstream. Alcohol-free would have happened without Lucky Saint. There were, and are, other brands but they just did not quite have the same chutzpah! Lucky Saint | B Corp™ read the runes and produced a brand concept that rode the waves of this journey to drive category penetration faster and deeper. This is always delivered though a heady cocktail (alcohol free no doubt) of insight, foresight, vision, innovation, obsession with product quality, great brand building, a distinctive identity, strong marketing and communications, effective go-to-market activities, working the details, investment, sweat, tears and some luck. But... the one element that propels a brand to the top of any segment and makes winning possible is THE BRAND. Without brands like Lucky Saint’s the journey to mainstream happens slowly or remains a niche. It is what brands do - uniquely. Read more: https://lnkd.in/ebGZKeWB #WhatBrandsDo #BrandInnovation #BrandBuilding #Marketing

Nights out provide the perfect opportunity to mix, and it's crucial that we each take responsibility for creating environments that are safe and free from discrimination. In Absolut’s latest campaign, “Call It A Night”, we aim to remind everyone that responsible drinking and having fun aren’t mutually exclusive. We encourage individuals to be mindful of their actions and foster environments where everyone feels comfortable and respected. With a series of catchy and creative content, Absolut challenges the notion that drinking justifies offensive or hurtful behaviour. As an industry leader, it's our duty to promote mindful drinking and encourage meaningful conversations about the dangers of overconsumption. I'm proud to say that Absolut takes responsible drinking seriously and continues to build on our purpose-driven ethos. In recent years, we’ve launched numerous campaigns such as #SexResponsibly, #MixResponsibly, #VoteResponsibly. This campaign also aligns with #“DrinkMoreWater” by our parent company Pernod Ricard, which aims to reduce alcohol consumption among young people. So, the next time you’re out, remember to know When to Call It a Night! Stéphanie Durroux Gaia Charlotte Gilardini Ned Paterson Monica Jungbeck Diego Dumont Maxime H. Céline Daniel Jason Tagg Viveka Söderbäck Josephine Li Pj Lindqvist Jenny Åberg Hüttner Ulrika Lövdahl @Liam Murphy Alison Perrottet TheMix_PernodRicard Ogilvy UK Pangolin #enjoyresponsibly #absolut #borntomix

Discover the power of Empathy in the world of non-alcoholic beer! This piece explores the efforts made by the brand's visionary founder to create an inclusive and unforgettable experience for everyone, including non-alcoholic beer drinkers. Serving its product on draft, this challenger brand is breaking barriers and ensuring that no one feels left out - Cheers to that!  🍻😊 We will bring you case studies and examples of Brands unlocking their potential by using the 3 keys of #Empathy #Context and #Expectation regularly to bring alive what we feel are the pillars of #BrandSuccess. Discover how Ipsos can help brands in applying an Empathetic perspective, converting insights from disengaged observations into something more impactful and transformative 👉 https://lnkd.in/dMYZ9GnC Get in touch with our experts Jyoti Susarla Malladi, Archana Gupta, Ruchi Govind, Ananya Roy Mathur #Empathy #Inclusivity #ChallengerBrand #Brand

✌️ Following a $50m investment from The Craftory, we reshaped and broadened HIPPEAS Snacks' brand strategy. New language, a new verbal identity, values and guiding principles were established to feed into upcoming campaign work and support portfolio expansion. Find out more ➡️ https://bit.ly/44TVb0E #IdeasThatPowerProgress #ConsumerGoods #CPGbrands #BrandStrategy

You know how almost everyone loves mixing Absolut Vodka with Sprite, right? Well, now these two amazing brands are teaming up to make it even more awesome! Why is this partnership so promising? It's like they were made for each other in the mixing world. People already enjoy combining them, and this takes it up a notch. I see this as a bold move in the world of spirits. It's not just about a drink; it's about creating a unique experience. But here's the fun part: I'm really excited about this, and I've got some questions: - Will this new combo change the way we mix these drinks? - How will they make sure the quality is just right? Some of us like our vodka a bit stronger, right?" #brandstrategy #marketing #advertising

Challenging the Challengers 💥 "Brand participation is a continuous dance, and established brands have the resources to lead the way... But to truly connect, they must step outside their comfort zones and embrace the challenger mindset." As part of The Drum's Food & Drink Focus Week, TRO Strategy Director Charlie L. shared her thoughts on how legacy brands can adapt and thrive by going beyond the category, finding their niche and diving into sub-cultures. Read it here 👇 #marketingandadvertising #experientialmarketing #foodanddrinkindustry #thoughtleadership https://lnkd.in/eEGVz4a5

There are two things we love at McCann Bristol; good ideas and good food. We’ve found a way to combine our two loves in the form of a roundtable series “Food for Thought”. This tasty series of events brings the finest marketing minds in the South West together to discuss the issues we’re all facing over a fine meal.   This month we hosted our inaugural event, "Be More Challenger". Set in a truly Bristol challenger venue The Cider Box, we brought together a group of people to tackle all things challenger brand whilst being served a 10-course tasting menu by Bristol culinary royalty The Bianchi Group.   Conversation and thoughts flowed, delicious food was eaten and washed down with delicious drinks. Here are the key take aways to whet your appetite while the host of the evening Sarah Warewinter, Managing Partner, Strategy, writes up the resulting white paper: 1) Challenger ethos is for life, not just for one comms brief: Challenger brands only really work when there is total commitment from the business. You need a vision, your internal culture, your product or service, your brand, and your communications all pulling together. And you need to look at those factors together, as consumers will see through it otherwise. 2) There’s a shelf life to a challenger brand: Challenger brands do have a lifespan before they become part of the establishment and can no longer behave in quite the same way. However, one way to extend that shelf life is to focus on striving towards a goal rather than reacting against another brand. 3) It’s harder than it’s ever been to challenge the status quo: People may be stopping to consider their options more than ever before, but that doesn’t mean that 2024 is a year of positive news for challenger brands. The emphasis right now is so overwhelmingly on value, that if the difference you are offering isn’t in turn valued by your audience, they will make different choices.   Thank you to our wonderful guests, you truly made the evening: Katie Dulake Lee Grunnell Paul Acheson Sophie Handley Lottie Pettinger Ringo A. Moss Andy Reid   We want everyone to be able to share the experience and so to prevent FOMO we’ve created a teaser film 👇 Stay tuned for the full version and the individual interviews 🔜 #foodforthought #whitepaper #challenger #mccann #bristol