What is a beverage?
Most people see a beverage as well… a beverage. They see it as something consumers buy to quench a thirst, satisfy a taste desire, or deliver a health benefit. While this view is true and important, it does not fully explain the unique role that beverages play in consumer’s lives. Our success in the beverage world has taught us that a beverage is more than a drink; a beverage is a cultural marker imbued with meaning. Meaning that consumers consume as eagerly as the liquid itself.
How do we create value?
The conventional view of consumer behavior is that consumers are utility maximizing machines whose purchase behavior is based only on satisfying a need. However, our experience in the beverage world has taught us that beverage advertising is not as much about satisfying a need as it is about demonstrating the cultural significance of a brand.
In fact, we believe beverages sit at the intersection of culture and consumption. Sure, consumers use beverages to quench their thirst, but they also use beverage brands to have a sip of popular culture. In turn, this helps them construct their sense of self, their world and their view of the world around them. This is how we create sustainable brand value.
How do we create meaning?
You know the old saying; “tell the truth and the truth shall set you free. Well, it turns out this is a fitting metaphor for how we approach communications. We think the best creative ideas are based on consumer truths. Not contrived product demonstrations, but real truths plucked from the fabric of contemporary culture that show consumers how the brand fits into their life. In beverage advertising, the cultural context is everything. In fact, we would go so far as to say that popular culture is played out in a beverage. For a beverage is not just as beverage; a beverage is culture in a can.
David is a food marketing & advertising consultant and entrepreneur who has led the development of highly effective, award winning integrated marketing plans and innovation solutions for a broad range of food & beverage brands. As an industry thought leader, David has been a featured speaker at marketing conferences and a contributing author to important publications like ADWEEK and VentureBeat.