It’s an impulse category where mental availability is what matters and salience is everything. Does snacking really need participation?
As bandwidth within consumer’s attention becomes increasingly scarce, the brands who are making a lasting impression on people’s minds and memories are the ones offering more than a catchy jingle or recognisable brand language. In all markets there a two sets of major winners in the study.
There are the category leaders like Coke and Tim Tam whose self-fulfilling ubiquity proves the People Powered principle that we copy each other – “everyone drinks them because everyone’s drinking them”.
And there are the new breed: Propercorn, VitaCoca. By combining a visible sense of purpose with a design-led and experiential approach to branding they are outperforming the established players and pointing to the ushering in the brand building approach of the future.
And even a brand