Latest for Coffee Intelligence about Doritos' recent marketing pivot - bombastic and community-driven – a symptom of the evolving landscape of consumer engagement and targeting in an increasingly digital and participatory world. New gens of consumers want real and they want in. They want in on co-building brands, designing products, and they want in on promoting them. It's a whole new game and all the brands are doing it, from fashion, to F&B and including coffee of course. "In the food and beverage sector, the emergence of endless customisation options, rapid trends, and limited test trials before widespread product releases mirrors the fast fashion model prevalent in the fashion industry. Brands are increasingly adopting a “test-and-learn” approach, introducing new products in small batches to gauge consumer response before scaling up production." But how sustainable is this? This approach makes big bucks but can be damaging. Kunal Mehta and Stephen Lepitak provided some excellent insights. Read more below ⬇
In a surprising marketing pivot, PepsiCo's Doritos a brand recently unveiled a limited batch of #coffee-flavoured #chips, sparking intrigue and generating buzz among consumers. This is part of a bold new marketing pivot, including the world’s first #AI augmented snack, and a symptom of a new kind of community brand engagement. Sarah Charles speaks with Kunal Mehta (dsm-firmenich) and Stephen Lepitak (Creative Salon Worldwide) about how as F&B brands vye for a share of the retail space, they’re exploring daring and interactive marketing to capture new markets. https://lnkd.in/efiWmgGW
