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. 1. Joeri Van den Bergh Managing Partner InSites ConsultingHow Cool FMCG Brands Stay Hot!
  2. 2. //Template 1• Tekst
  3. 3. 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.
  4. 4. R2=.57 R2=.62 R2=.74InSites Consulting Brand Model tested by path analysis
  5. 5. Cool
  6. 6. Cool
  7. 7. //COOL =0.38*Original Cool
  8. 8. CoolInnovation, novelty and scarcity //Template 1 • Tekst
  9. 9. CoolInnovation, novelty and scarcity //Template 1 • Tekst
  10. 10. Work with origin & flavors from around the world
  11. 11. //COOL =0.20*Popular Cool
  12. 12. Cool
  13. 13. Cool //Template 1①Act, don’t tell • Tekst①Innovate, surprise & gamify①Friends are the COOL filter
  14. 14. Real//Template 1• Tekst Insert movie Adidas
  15. 15. Real//Template 1• Tekst
  16. 16. //Authenticity forGeneration Y Real
  17. 17. Real
  18. 18. //Template 1• Tekst
  19. 19. //Human factor ofbranding Real
  20. 20. 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
  21. 21. //re-Humanizingmarketing Real
  22. 22. How social media could be more social1 Read instead of write2 Ask for feedback (rather than wait)3 People (staff) instead of company
  23. 23. //Template 1• Tekst
  24. 24. Real
  25. 25. Real①Stay true to your roots, but don’t shout //Template 1 • Tekst②Warm is the new cool①Be open and respectful, listen (like friends)
  26. 26. //Template 1• Tekst
  27. 27. //Template 1• Tekst
  28. 28. //Template 1• Tekst
  29. 29. Unique//Michael stole the moonwalk from David… //Template 1 • Tekst
  30. 30. // who stole it from Marcel Marceau //Template 1 • Tekst
  31. 31. //Template 1• Tekst
  32. 32. Unique//Does this remind you of something? //Template 1 • Tekst
  33. 33. Unique//Dietrich Mateschitz //Template 1 • Tekst
  34. 34. “Stimulation” drink:stimulates brain, blood… and balls
  35. 35. Unique//Uniqueness by stealing from other industries //Template 1 • Tekst
  36. 36. Unique//Template 1• Tekst
  37. 37. Unique
  38. 38. Unique//Adaptation to the environment //Template 1 • Tekst
  39. 39. Unique //Template 1①Sustain your unique proposition & style • Tekst①But adapt to the changing environment①Not forgetting about your core audience
  40. 40. Unique//The CORE audience… //Template 1 • Tekst
  41. 41. //Template 1• Tekst
  42. 42. Eugenio Mendez Senior Category Director Rum BacardiHow cool FMCG brands stay hot“BACARDI: 150 is the new 21”

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