Porter Novelli’s Post

💡 Four ways #sound can enhance #food and #drink engagement 🔊 🎵 Reach multitasking #consumers by integrating food and drink #brands into musical playlists, podcasts and other audio mediums.🎶 What you need to know 👇 What we've seen 👁🗨 🔹 Consumers are increasingly multitasking by playing videos or streaming audio during daily tasks, including #eating and #cooking. 🔹 The popularity of listening to something while eating or cooking, especially among younger adults, suggests there is a long-term opportunity to pair sound with food and drink. 👍 Mintel recommends 👍 ▶️ Food and drink brands should explore ways to seamlessly integrate into music, podcasts and other sound-based content that consumers rely on to keep them company while doing their daily activities. ▶️ Brands have opportunities to provide soundtracks for socialization, create less intrusive audio ads, market nostalgic products with retro music, and use sound for more inclusive outreach. 📷: The Coca-Cola Company's Coca-Cola Creations Movement Zero Azúcar had a QR code with mood-based playlists (Global)

A great story by Jon Springer in Ad Age about the Pabst Brewing Company's 'Project Pabst', a two-day alternative music festival for fans of the brand and product. Pabst Blue Ribbon became the preferred choice of 'hipsters' around the turn of the millennium, and the company have worked hard to be in touch with their base, stay atuned to why they are part of their people's lives and their changing expectations, and worked to grow together. Rachel Keeton, Marketing Director of PBR, says their popularity with 'hipsters' “really ties back to the brand itself, it’s always kind of stood up for this independent, do-it-yourself attitude and spirit. And whether that’s our consumers, or the partners or bands that we work with, they all kind of have that same mindset and attitude. And so we just try to stay true to that and continue leaning into it, and showing up in culture in those ways." The festival itself and the choice of acts really shows PBR to be aware of their place in their customers' lives. Beyond seller and buyer, there is a real relationship there, which has come from hard work and close attention. Their sustained popularity among their existing engaged base has been their platform for further growth - that itself a reminder that the most important people to work for are the ones who are already part of your brand. That push towards relationship-building is where more brands need to go. Foster a back and forth dynamic, and create bonds closer to human relationships than the simple transactional. That's the future of brand building. #brandbuilding #brandrelationships #relationshipbuilding #consumerrelationships #customerrelationships #brandconsultancy #pioneeringspirit #pioneeringconnection

Just like music, jacket potatoes can also go viral! But what happens next is very different. TikTok is driving so much of pop culture today. Across every walk of life the impact of the TikTok crowd is incredible when a viral movement takes effect. For small food businesses in the physical world the challenge is just keeping up with demand. Can you make enough X to satisfy the insane demand for 1, 2 or perhaps up to 6 months? Should you hire more people to cope? And how do you know when to scale back as the moment subsides? In music, it's all digital. Demand can be satisfied without issue and without any incremental cost. What a joy! 🎉 Lean back and enjoy the ride. But both face the challenge of turning those viral moments into longer term upsides. 3 months on, what do you have to show for it? Did you maximise the opportunity? Did you create a foundation for future success? That is the bigger challenge. And that we believe is THE key job to do in the modern music business. Because now, every artist career starts with virality. Large or small - these are moments that highlight potential And they are where our FRTYFVE team is focused everyday. Turning viral moments into long term music careers.

#SundaySpill "Kuch paane ke liye kuch khona padta hai." "There is no free lunch in this world." These phrases seem to work as a motivational quote on your screen but in reality, sometimes, it is the most bizarre expenditure for a start-up. When a new product is launched in the market, it is clear that you have to find ways to make it accessible to consumers who can get a taste and introduction to the brand. In the F&B industry, it is considered a norm to set aside a "FOC" (free-of-charge) budget for promotional activities – one of the most bleeding forms is that of sponsoring events, music artists, etc. etc. Platforms have a standard script: "We are going to give you the platform to reach more consumers.” For this, giving away 500-1000 bottles is now the "norm". To be honest, the visibility gives us 1% of new consumers. Freebies have always been a part of valid marketing strategy but where do we draw the line? Fun fact: It was Coca-Cola that introduced the first coupon for a free glass of Coke in 1887. While nobody publicly acknowledges the elephant in the room, as new start-ups who are sowing their growth seeds and already have a tight ship to run, this norm is worrisome. WHAT IS THE SOLUTION? Give us an opportunity to sell our product on a revenue-sharing/ win-win basis. Here are my learnings: -Nobody respects anything they get for free -Larger events & festivals have solely the big-brand multi-national sponsors, leaving little room for younger players to be visible, often even restricting their entry -The alcohol-bev industry has it hard. Given that digital marketing and distribution is so curbed, brands have to give so much of it FREE or heavily discounted to even restaurants & bars for increased visibility. The promise of reaching more consumers is tempting, but how much is too much.. #alcobev #bangalore #hardseltzer #foodandbeverage #alcoholindustry

From Folk Music to FMCG: Why Market Positioning Needs Authenticity As a coffee entrepreneur, I'm constantly seeking inspiration – not just from the rich history and diverse bean varieties of the coffee world, but also from unexpected places. Recently, a Netflix movie called "Chamkila" sparked a fascinating connection for me between the world of music and the world of FMCG. The film chronicles the life of Amar Singh Chamkila, a Punjabi folk singer who rose to meteoric fame in the 1980s. Chamkila's raw talent and captivating stage presence made him a household name, particularly among the working class. However, the movie also delves into the darker side of his journey, highlighting how competitors resorted to spreading misinformation and negativity about his music. This tactic of "fake PR" resonated deeply with me because it mirrors a challenge we face all too often in the FMCG industry. Just like Chamkila faced manufactured criticism, some brands unfortunately engage in spreading misinformation about competitors in a bid to gain market share. In today's cluttered media landscape, consumers are bombarded with messages. It's more important than ever for brands to be transparent and authentic in their communication. This means focusing on the story behind the product, its benefits, and how it can enhance people's lives. Just like Chamkila's music resonated with audiences because of its genuineness, brands that prioritize authenticity will build stronger connections with consumers. Chamkila's story serves as a powerful reminder that talent and authenticity can prevail, even in the face of negativity. It's a message that transcends the world of music and resonates across industries, including FMCG. By focusing on quality, transparency, and genuine connections with consumers

Bright Spots #5: Reconnecting with a Community. Despite seeing enormous success with their quirky brand personality in the noughties, Innocent knew that the definition of ‘healthy living’ had shifted for their new audience, and so had to adapt to stay relevant with the next generation of drinkers. ‘Ideas for Natural Living’ set out to show how the Innocent range could naturally augment people’s lives in unexpected ways; Festival hangovers, morning commutes, post gym hydration – Innocent has always got you covered. The experiential platform became a springboard for sips on lips at the most meaningful moments; The Farmacy took on flu season with smoothies, Treehab supported festival stamina with coconut water, The Can-teen shared bubbles to make lunch meals the real deal… we even ‘rebranded’ the great outdoors as The Innocent Gym, giving everyone free passes and drinks to make the most of it. ✅ 51% of visitors went on to purchase post activity ✅ 23% agreed Innocent “is a brand they love” ✅ 24% agreed Innocent is “different to other brands” Want to know more about these campaigns, or have a similar strategic challenge? We’d love to talk. #MakingBrandsBrighter #BrandExperienceStrategy #BrandExperienceMeasurement

Over 69% of Gen Z said that they find new food brands on TikTok. 🤯 At BIG little London, we've witnessed firsthand the power of #TikTok shaping food trends and driving brand discovery. When conducting our latest research, we found that over 69% of Gen Z find new food brands on the entertainment platform. 📱 Whether it's showcasing mouthwatering recipes or showcasing products, TikTok offers an opportunity to captivate the taste buds of Gen Z consumers. Is your food brand on TikTok? If not, what's holding you back? ✉️ DM me to find out how BIG little London can help you to engage with Gen Z. #GenZMarketing #TikTokMarketing #FoodBrands #GenZInsights #GenZ #BIGShot #MarketingAgency #InfluencerMarketing #SocialMedia

📢 Discover the secrets behind standout food and drink ads 🍔 Kantar’s Creative expert, Polly Wyn Jones, shares her insights on what advertisers can learn from six effective food and drink campaigns in The Drum. Whether it's through an emotive storyline or great use of music, these ads are great examples of what it takes to be memorable in a crowded field. Read more: https://ow.ly/12Qv50QIKnF

A plant-based meat company just hijacked Charli XCX's album launch. Here's how: Pop icon Charli XCX released her new album, BRAT last month. It's been ranked the best pop albums of the year so far, with over 75 million streams on Spotify in only 1 week 🤯 The garish lime green and minimal album cover caught everyone's eye (I heard the music is actually pretty good, too). Naturally, some brands saw this as an opportunity including the plant-based meat brand, Field Roast. In only 2 days, the brand approved the billboard concept by creative agency, No Fixed Address, and the billboard went live in Toronto. Whilst I LOVE brands that take time to build long-term messages and legacy, I think it definitely needs to be balanced with the ability to be reactive and jump on pop-culture trends in order to stay relevant. 'Moving at the speed of culture' is such a brilliant way to build brand awareness and generate talkability. What do you think of this campaign?

This! Take notes because this is how companies should utilize trends.