Insights Series

Drinks Decoded, Unlocking Emotion in Alcohol Advertising

tycadmin

25/03/24

Thoughts Piece

Unlocking emotion in alcohol advertising

How can alcohol brands find their edge? Connecting with consumers and standing out in a competitive market can be challenging – not to mention navigating the industry’s ever-changing regulatory landscape.

We’ve shared our insights on successful branding and marketing, from tapping into emotional responses to building a community and working with brand ambassadors.

Advertising Success

Introduction

“Our brains are wired to pay attention to things that stand out, things that evoke emotions and things that are personally relevant.”

Kerry Benson
VP Creative Solutions Lead, North America
Kantar

Source: Kantar

Consumers

What

What does your brand stand for?
What’s your mission?

Who

Who are you trying to reach?
Who is your target consumer?

Why

Why should they care about your brand? What value do they get from you?

Once established, you can move onto the “how”. This is your campaign strategy.

How

How do we reach our target consumer?

If a brand can work through these steps and then go on to craft content that harnesses storytelling & relevance (featured in our previous report “Brand Power”), you’ll be on course for success.

Case Study

The Famous Grouse

In October 2023, The Famous Grouse, Gilbert returned having had a “glow-up”

The ‘Full of Character’ campaign features Gilbert, the iconic Famous Grouse preparing to host a dinner party for family and friends. The press release claims this is the first time we’ve seen the grouse in the intimate setting of his house.

Gilbert has been a key part of the brand for over 100 years, but they wisely periodically update his image! Gilbert undoubtably evokes feelings of joy, nostalgia and humour to tell stories, which are “full of character”.

71% of consumers are more likely to recommend a brand to others if they had a positive emotional experience with that brand.

Source: Motista

Influencers vs. Creators

Community

If you glance across drinks industry socials, they’re generally uninspiring with very low engagement, why is this?

It’s simple, an overwhelming reliance on product-centric content.

Product-centric posts (derived from Meta’s platforms) are now ineffective, with content built to entertain and inform gaining attraction through algorithms that reward organic content.

How do brands build a community?

The key to success lies within creating a community. If you have a community, you can get a consumer to commit to purchase without ever trying or seeing your product IRL.Influencers