During a week at Cannes Lions, I attended numerous lectures from major FMCG brands. I discovered that these brands are not only focused on their product features but also deeply concerned with meeting the genuine needs of their consumers and responding swiftly to market trends.
Finding Emotional Resonance in Everyday Moments
In a lecture by P&G's Head of Brand, three key points were emphasized:
1. Find those everyday moments that matter.
2. Find how your brand matters.
3. Find the magic to make moments matter more.
These points highlight the importance of seeking opportunities for creative breakthroughs that connect the brand with consumers. Similarly, Unilever's CEO mentioned the importance of seeing a whole person, not just a consumer. Effective marketing requires continuously understanding and responding to customer needs to create brands that genuinely resonate with them.
Responding Swiftly to Consumer Preferences
A striking example of responding to consumer preferences quickly is Kraft Heinz's reaction to a photo Taylor Swift posted on social media. In the photo, she was seen eating fried chicken with both ketchup and ranch sauce. Within 24 hours, Kraft Heinz launched a new limited-edition "Ketchup and Seemingly Ranch" sauce, which was eagerly bought up by Taylor's fans, creating a huge success.
In conclusion, the core of successful marketing lies in the ability to find and exploit the creative connections between brands and consumers. By identifying meaningful everyday moments and responding quickly to consumer trends, brands can create impactful and memorable experiences that resonate deeply with their audience.
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