How Cool FMCG Brands Stay Hot @ Belgian Consumer Goods Conference 2011
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How Cool Brands Stay Hot reveals what drives Generation Y and how you can reach them. Based on five years of intensive new youth research by InSites Consulting, it provides insights into the consumer psychology and behaviour of ‘the Millennials’. It will help you to connect with this new generation of consumers by understanding their likes and dislikes, and how you can make your advertising, marketing and branding relevant to them.
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How Cool FMCG Brands Stay Hot @ Belgian Consumer Goods Conference 2011
- 1. Joeri Van den Bergh Managing Partner InSites Consulting How Cool FMCG Brands Stay Hot!
- 15. Source: InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy, Romania, Poland, Brazil, India, and China.
- 19. R2=.57 R2=.62 R2=.74 InSites Consulting Brand Model tested by path analysis
- 21. Cool
- 22. Cool
- 23. //COOL = 0.38*Original Cool
- 24. Cool Innovation, novelty and scarcity //Template 1 • Tekst
- 25. Cool Innovation, novelty and scarcity //Template 1 • Tekst
- 26. Work with origin & flavors from around the world
- 28. //COOL = 0.20*Popular Cool
- 30. Cool
- 35. Cool //Template 1 ①Act, don’t tell • Tekst ①Innovate, surprise & gamify ①Friends are the COOL filter
- 38. Real //Template 1 • Tekst Insert movie Adidas
- 40. //Authenticity for Generation Y Real
- 41. Real
- 43. //Human factor of branding Real
- 44. QUESTION: What/Who are the most credible information sources to decide whether a jeans brand is appropriate for you? Source: InSites Consulting BENELUX study for LEVI’s Europe 2008
- 47. //re-Humanizing marketing Real
- 48. How social media could be more social 1 Read instead of write 2 Ask for feedback (rather than wait) 3 People (staff) instead of company
- 50. Real
- 56. Real ①Stay true to your roots, but don’t shout //Template 1 • Tekst ②Warm is the new cool ①Be open and respectful, listen (like friends)
- 62. Unique //Michael stole the moonwalk from David… //Template 1 • Tekst
- 63. // who stole it from Marcel Marceau //Template 1 • Tekst
- 65. Unique //Does this remind you of something? //Template 1 • Tekst
- 66. Unique //Dietrich Mateschitz //Template 1 • Tekst
- 68. “Stimulation” drink: stimulates brain, blood … and balls
- 69. Unique //Uniqueness by stealing from other industries //Template 1 • Tekst
- 71. Unique
- 72. Unique //Adaptation to the environment //Template 1 • Tekst
- 74. Unique //Template 1 ①Sustain your unique proposition & style • Tekst ①But adapt to the changing environment ①Not forgetting about your core audience
- 75. Unique //The CORE audience… //Template 1 • Tekst
- 78. Eugenio Mendez Senior Category Director Rum Bacardi How cool FMCG brands stay hot “BACARDI: 150 is the new 21”