Molasses

Molasses is proud to get this one out there. A great product ingredient and a unique innovation for Australia. Molasses, alongside Allied Pinnacle developed the strategic positioning, the identity and the campaign for market. It really will make a difference to everyday Australian lives. Welcome Wise Wheat, The Natural Choice. #brand #brandidentity #molasses #brandcampaign

Sharing something we put together earlier this year after an event. Some quick advice on finding insight for free. #molasses #insight #brandstrategy

TikTok, Mr Whippy, Iced Tea and 'Digital Twins' - what do these 4 things have in common?

Have we gotten to the price point where loyalties wane? Judging by the mass transition to a vastly improved private label, frustrations with shrinkflation, confusing (or dull) comms and a review of big brand profitability it looks like we're there. The brands getting ahead are those who invested in innovation, marketing and then there's mergers and acquisition (Mondelez, for instance, found 14% growth from acquisitions alone). Next up promotions to drive the expected volumes. What's the lesson here for brands and brand owners? https://lnkd.in/gdC59rwq #brandstrategy #beyondprice #brandplanning #molasses

Keeping up with flavours and consumer consumption - we keep an eye on what's happening globally (and not just for innovation). Some insights here from the US on flavour, moderation, adventure, functional flavours, drawing in a crowd and more. You'll have to define how relevant they are you to you... or call us! #brand #brandstrategy #consumer #flavours #innovation #molasses https://lnkd.in/gujQi2bq

Following the beaten path is not always the answer! A quick share from Dan Parritt #molasses #insight #brandstrategy #design

It’s pretty clear that price is now the principal decision barrier with food – so much so that it’s literally becoming political. Now money / finance has always been a principle, but is it leading. These stats are US specific, but judging by what we’ve been seeing in the UK and Australia the mindset is not. 👉 83% of shoppers will vote for candidates who have a clear plan to reduce the price of food, according Grocery Doppio 👉 Fear of the future seems to be back in play – much like covid – inflation has become a what’s next moment 👉 Nearly 50% are now more careful about what they spend on food 👉 Private brands are winning 👉 Basket items are reducing by between 2-4 items A clear reason to buy your brand is clearly paramount (not a lot has changed there) but it's a different mindset - so what's your strategy for this challenge? https://lnkd.in/gTvEn-8c #brandstrategy #molassesinsight #molassesdesign #branddesign

A great brand project delivered for the Bloody Mondays Beverages team. Designed to a brand first and more than just a product - one that we can truly be a part of. Looking forward to seeing it live. #brandstrategy #molasses #branddesign #bloodymondays

We’ve been chatting about research and insight a lot lately - cost, time and sharing. We've decided to share more. Another well debated topic… celebrity endorsement (in this case in booze from IWSR). A few outtakes to wet the whistle: 👉 Celebrity-backed brands do outperform others – shock horror 👉 Tequila is the product of preference (and most growth interestingly) 👉 In 2023, volumes of celebrity-owned or backed gins actually declined by 1%, against a gin category that grew by 4% 👉 A celebrity alone is not going to mean guaranteed volume or sustained growth – general trends are also important – hence tequila and gin 👉 A key benefit of celebrity involvement is trust – as the influencer continues to take on the role 👉 👉 But what are the downsides? Who is the brand? 👉 👉 Is celebrity endorsement simply lazy marketing? https://lnkd.in/gaEjByFA #insight #research #brandstrategy #molasses #freeinsight

We recently put together a piece on finding and defining insight - something that's integral to everything we do at Molasses. Our aim to show that everyone has access to insight - it's a question of looking (or asking for help!). Thank you Ball & Doggett for encouraging us to put it together - and the post! #brandstrategy #designstrategy #insight