Whether it is carbonated soft drinks, coffee, or alcohol, I’ve always had a special interest in beverage marketing. In such an intensively competitive industry, it takes amazing brand marketing skills to stay culturally relevant and create powerful connections with consumers, especially over the long haul.
So it immediately caught my eye and piqued my curiosity when I saw a headline in the Wall Street Journal announcing that Dr Pepper had tied Pepsi as America’s #2 soda. This milestone is an incredible achievement for a beverage that has been around for nearly 140 years.
Over the course of my career, I’ve learned time and again just how important brands are to consumers. And that is the reason why success in beverage marketing relies so heavily on unique expertise in both the art and science of branding.
The art of branding comes from deeply understanding (and finding ways to connect with) consumers who create rituals, associations, and experiences with the beverages they drink. A large component of this art is enhancing cultural relevance by engaging with consumers as they engage with your brand.
When done well, this translates into strong emotional ties between consumers and brands. For example, Dr Pepper’s launch of their Creamy Coconut flavor was a nod to TikTokers who experimented with the brand and crafted “Dirty Dr Pepper” by adding lime juice and coconut-flavored creamer. This product launch is a wonderful example of staying culturally attuned by engaging in the moment with fans.
The science of branding is equally important to the art. Carefully tracking brand relevance and consumer behavior allows marketers to make strategically-informed decisions.
Dr Pepper relies heavily on research to inform their strategy, including the use of consumer surveys that revealed that people like to drink Dr Pepper as a treat, leading the brand to market itself as a sweet indulgence with the introduction of creative flavors that attract new drinkers.
Everyone loves a great success story and I have to say that I’ve always felt the same way about unique brand challenges. A great brand narrative starts with a solid strategy that is informed by highly-skilled research based in both art and science.
At Quantum Leap Insights, we provide clients with a broad array of quantitative and qualitative research services that help brand teams connect more deeply with consumers, create game-changing strategies, and substantially impact results.
If your brand needs to grow or just wants to develop deeper connections with consumers, give us a call. We love a strategic brand challenge, especially when the odds are stacked against it.