Page 58 - Unlock Sensory Power
P. 58
DEALING WITH DISRUPTION
Brand’s often look to research to aid BRANDS THAT WANT TO STAND
selection from an array of possible FOR SOMETHING QUICKLY AND
design routes. Decisions are taken
using a combination of metrics: EFFICIENTLY MUST EMBRACE
liking, stand out and a design’s ability ‘BODY LANGUAGE’ AS THE
to land intended equities.
CENTRAL IDEA TO BOOST
This state of affairs has served brands COMMUNICATION OF KEY
reasonably well, but with MESSAGES.
Millennials more predisposed to
‘discovery brands’ that disrupt
category norms and express identities
across social media, we believe that WHAT IS YOUR PACK TAKE THE KRAKEN.
aspirations for pack development This remarkable brand seeks to be
must also shift. ‘Liking’ is no longer ACTUALLY SAYING? cool, adventurous and free-spirited.
a reliable predictor of success. It’s TIME TO GO BEYOND LIKING
shifting more towards meaning. In a category audit, we used
Fact is, we all rely heavily on sensory techniques to understand the
And with consumers less available non-conscious cues when it comes to body language of The Kraken’s very
to advertising, packs must become making judgements. One study distinctive bottle.
better at representing what the brand indicated that over 90% of the
actually stands for. Key equities must meaning we decode from social This revealed how its sensory profile
land without the shopper even being communications involve mechanisms reinforces highly desirable equities.
aware that communication has taken beyond the spoken or written word.
place. It commands superior authenticity -
looking like it’s been dredged from an
historic shipwreck!
