Consumer Analysis

Part
01
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Part
01

Consumer Brand Launches - Case Studies

After an exhaustive search through credible sources, it appears that information for two to three case studies of consumer brand launch campaigns with very successful media marketing efforts is unavailable in the public domain.

CONSUMER BRAND LAUNCHES: USEFUL INSIGHTS

  • Buddy Nutrition, a personalized nutrition platform, launched in the year 2019 and provides customizable functional supplements and foods.
  • The customized direct-to-customer smoothie shot offered by Buddy Nutrition is enriched with added nutritional ingredients to accomplish distinct objectives that go beyond fundamental macro nutrition.
  • In 2017, WeWork began providing the WeWork Wellness app, along with numerous pop-up fitness sessions for nonmembers and members in available spaces within its offices.
  • Le-Vel Brands, LLC, revealed a nutritional product in 2016 that was expected to become its most successful launch ever. It was projected to produce millions in sales shortly after its launch.
  • FORM was regarded as a unique hybrid innovation that consolidated a proprietary hydrolyzed collagen protein with Sequential Gel Technology, which acts as a proprietary delivery system, to strengthen absorption and permit one's body to safeguard and shield collagen stores.
  • Morinda’s Noni + Collagen product was very successful after its launch. Within two months in initial test markets, it generated over $4 million in revenue. These test markets included the United States, Japan, and Taiwan.
  • After Noni + Collagen experienced success, Morinda extended it to more than 50 additional nations in the Asia Pacific, Latin America, and Europe, Latin American.
  • Hearst Magazines entered the subscription video on demand, or SVOD, market in 2019 with All Out Studio, which is its fitness application.

Research Strategy:

Our research began by looking for marketing case studies through marketing and advertising databases on sites such as WARC, Creative Brief, Effie, among others. The idea here was to use the search option tool on these databases and find examples of brand launch campaigns from the healthy lifestyle/wellness/fitness space. This strategy did not work as there were no such case studies available. At most, we found examples of marketing campaigns of health/wellness brands, but they were not for new launches or re-launches. We believed this strategy would work as these sites publish creative and effective marketing campaigns of various companies and could have published some examples from wellness or fitness brands.

Next, we searched through various media articles and industry publications to find any information on the new brand launches or re-launches of products from health or wellness industries. We came across numerous articles published by sites like Well To Do Global, BusinessWire, Business Insider, among others. With this strategy, we found information on new brand launches. However, there was no data about their marketing budgets or if the launch was successful with the implemented marketing efforts. The idea behind this strategy was to find relevant articles or media publications that would provide us with details on brand launches that fit the criteria.

Afterward, we searched for information on websites that publish articles and reports on advertising and marketing related topics such as Adage, Adweek, Marketing Week, etc. We aimed to find articles of marketing campaigns that included new product launches along with success metrics. With this strategy, we found examples of some new product launches of fitness and wellness brands. Nonetheless, there was no information on the success metrics and marketing efforts. We believed this strategy would work as these sites publish covers creative, advertising, marketing, and new campaigns and could have published relevant information.

Finally, we decided to build a case study by finding some useful data points. First, we looked for examples of brands launched in the last three years in the healthy lifestyle/wellness/fitness space. We found some on sites such as PRNewswire, Morinda, among others. We then looked for information on the marketing budgets of these brands on their company websites, press releases, industry sources, etc. However, there was no such information available. The idea behind this strategy was to look for examples of brands that were launched in the last three years, then use them to find relevant information on the marketing budgets.

Furthermore, we could have used these examples to search for the success metrics of the brand launches, which all would have been utilized to develop a relevant case study. This strategy worked to an extent as we found examples of successful brand launches. However, there was no information on the marketing efforts.

Due to the lack of available data, we were unable to present two to three case studies of consumer brand launch campaigns with very successful media marketing efforts.
Part
02
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Part
02

Insulated Food Container Demographics

Insulated food containers are highly used by employed people between the ages of 42 and 49 years, with females constituting a higher percentage than males. The demographic details are outlined below.

DEMOGRAPHY FOR BUYERS OF INSULATED FOOD CONTAINERS

  • AGE: According to a survey by Fooda of 500 American workers, respondents between the ages of 42 and 49 years most often bring their lunch to work rather than buy it.
  • GENDER: 78% of women have used insulated food containers for their packed lunch to cut cost, versus 65% of men.
  • INCOME: A similar cohort of Americans (aged 45-54 years) earn an average of $50,700 annually, with males earning an average of $56,888 annually and females an average of $44,252 annually.
  • MARRIAGE STATUS: Approximately 60% of all Americans are married, 20% separated or divorced, 5% widowed, and 15% never married.
  • EMPLOYMENT STATUS: The majority of people in the United States using insulated food containers are employed in the healthcare, insurance, and transportation industries.

RESEARCH STRATEGY

In order to identify the people who buy insulated food containers the most, we searched through reports from MarketWatch, MarketResearch, and Market Report on insulated food containers. Our findings on the three websites were that 60% of the global population of people who buy insulated food containers are employed and an increase in the working population is the key factor fueling the market for insulated food containers. In the United States, the market size for insulated food containers has continued to grow significantly since the demand for quality and fresh food is increasing. In North America, the consumer requirement of warm food at workplaces is comparatively high. This indicates that insulated food containers might be in high demand for working people.

More research on whether school-aged kids use insulated food containers to the same degree as employed people was also conducted. However, our research showed that many students obtain lunch directly from school cafeterias. Based on these details the research team assumed that employed people are the main buyers of insulated food containers.
Part
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Part
03

Insulated Food Container Psychographics

Customers use insulated food containers to save time, for convenience and to save money. People who use these products are often those who work and have a busy lifestyle, especially parents.

INTERESTS OF INSULATED FOOD CONTAINER BUYERS

Time-saving

  • Insulated food containers are used by people who work and want to be on time while ensuring they have a quality meal.
  • These products are used by parents who want to save time when preparing meals for their children.
  • The products are also considered convenient among individuals who commute on a daily basis or travel long distances at a time.

Reasons for buying

  • Insulated food containers are useful for traveling individuals as they can easily carry food and drink with them while commuting.
  • Overall, the products are considered useful when individuals are in a hurry and want an instant meal.
  • Customers desire a food preparation product that requires little or no hassle, particularly when they need to get things done quickly. This is another reason why they opt for insulated food containers.
  • People also like the fact that the products are convenient to use while on the go.
  • When living a fast paced lifestyle, especially with children, people rely on insulated food containers to multitask.

Convenience

  • Insulated food containers are popular among people who have multiple children and enjoy the ease of use and convenience, when it comes to insulated food containers.
  • These are favored by people who want to ensure they have quality meals throughout the day as the products maintain correct temperature, allowing the contents to remain safe.
  • Customers who travel far distances or do day and night trips find it convenient to use insulated food containers.

Reasons for buying


Cost-effectiveness


Reasons for buying


WAYS INSULATED FOOD CONTAINERS ARE USED


RESEARCH STRATEGY

To build a psychographic profile of insulated food containers, the research team examined product reviews on various store marketplaces and websites, such as Target and Amazon, among others.
Part
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Part
04

Insulated Food Containers - Top Brands

The top five brands of insulated food containers in the United States are Newell, Sealed Air, Tupperware, Bemis, and Thermos.

TOP FIVE BRANDS OF INSULATED FOOD CONTAINERS IN THE UNITED STATES

NEWELL BRANDS

SEALED AIR

BEMIS

TUPPERWARE

THERMOS

ANALYSIS OF THE DIFFERENCES BETWEEN THE AUDIENCES OF ALL FIVE BRANDS

Research Strategy:

The top five was determined by leading market players enlisted on several industry research works. The first five based in the United States were chosen out of a list of ten global players. This list was determined by present income size and forecasts of key industry players within this sphere.
Part
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Part
05

Insulated Food Containers - Growth Trends

Six growth trends in the insulated food market include the rising importance of sustainable containers, an increasing growth in working employees, the growth in technology for sophisticated packaging, a high demand for plastic-based and glass storage containers, some mergers and acquisitions, and online distribution channels. The growth trends are related to growth in new technologies, and specific consumer segments. It also highlights companies particular to the trend, distribution channels, the population segment, consumer awareness, and the technologies that are growing in the industry.

RISING IMPORTANCE OF SUSTAINABLE CONTAINERS

INCREASING GROWTH IN WORKING EMPLOYEES AND DISPOSABLE INCOME

  • Food in insulated containers are kept either cold or hot for an extended period, and the demand for "quality and fresh food is driving the consumers to purchase insulated food container."
  • In 2018, North America had a share market share of 20% of the insulated food container market in terms of global revenue. Researchers have indicated that consumers' demands for warm food at the workplace is relatively high in this region.
  • Market researchers suggest that "an increasing number of the working population is one of the key factors projected to fuel the global insulated food containers market growth."
  • Another positive to take from this is that the disposable income of the population will increase, which will fuel spending habits for growth in the industry.
  • As of 2019, about 130 million people are reported to be in full-time employment in the US. This is expected to open new opportunities for the insulated food container market.

GROWTH IN TECHNOLOGY FOR SOPHISTICATED PACKAGING

HIGH DEMAND FOR PLASTIC-BASED AND GLASS FOOD STORAGE CONTAINERS

MERGERS AND ACQUISITIONS

ONLINE DISTRIBUTION CHANNEL

RESEARCH STRATEGY

We started our findings by identifying the growth trends in the insulated food container market in the US. After concise research, six growth trends were identified based on the following analysis below.
1) The six growth trends were identified as drivers of the insulated food container market in the US in recent times. For instance, market research indicates there are growing shifts in consumers preferences for eco-friendly packaging, lightweight packaging, online shopping of food/groceries, and the demand for fresh food. We also pointed out the increasing working population and a recent acquisition between two US companies to establish a global footprint. As at some few years back, these growing shifts in consumers preferences and acquisition in the same industry were not the case.
2) The six growth trends were also identified as drivers of the insulated food container market because many leading manufacturers in the US are adopting or have adopted these growth trends. A list of American companies that have been identified with these growth trends include Cambro Manufacturing, Carlisle, Lifefactory, Inc., Newell Brands, Vollrath., and the Illinois-based Thermos L.L.C. — the "world's leading manufacturer of portable insulated food and drink containers.
3) The six growth trends were further identified as drivers of the insulated food container market because experts, market analysts, and proprietary research firms recognize them as growth trends in the insulated food container market. Some of these proprietary research platforms include Grandview Research, GII Research Market Research, Freedonia Group, and Business Wire.
We were also able to identify growth trends are related to growth in new technologies (sophisticated packaging), and specific consumer segments (the working population), among others. We also highlighted the company (Thermos L.L.C.), the distribution channel (e-commerce), the population segment (the working population), the consumer awareness (eco-friendly and lightweight packaging), and the technology (sophisticated packaging) that are growing in the industry.

Part
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Part
06

Hydration Bottle Category - Reviews

The Hydroflask is a 24-ounce bottle and has a narrow body, which means it can fit in just about everything. However, its silicone strip is not very durable. In summary, we have provided a total of 14 positive reviews and ten negative reviews of hydration bottle brands Hydroflask, Corkcicle, and Yeti.

Hydroflask-Postive Reviews

  • “The narrow body of my 24-ounce bottle also means it can fit in just about everything, from my laptop case (where I can safely trust it not to open and expel its contents) to my boat bag. It refuses rust even after repeated soaks in the sea (without a wash), and there is an unobtrusive, collapsible silicone handle that you can use to attach it to a bag or railing if need be.”
  • “Most importantly, the Hydro Flask keeps water cold all day, and ice cubes stay intact inside for hours when the bottle is sealed. Since I prefer the ice from the own fridge to the ice at the office (it is a shape thing, nothing personal), I like to fill my Hydro Flask at home and cart it to the office in my backpack. It works like a charm. Plus, like many other stainless steel bottles, the Hydro Flask does not form condensation, which means that it will not moisten your paperback copy of Normal People during your commute.”
  • “I like just about everything else about it, too. The spray-on finish has a luxurious feel, and the new Hawaiian shave ice ombrés are just downright seductive. (Dear Hydro Flask, please do not discontinue this limited-edition run!).”
  • “The rest of the water bottle is nearly indestructible. I have dropped it down flights of stairs, I have kicked it across the deck of my boat, and it has rolled down my gravel-laden driveway with little more than a scratch. There were some smudges after all that, but I was able to buff them out, which I found impressive (not about me, but the bottle, of course).”
  • “All in all, this is a functional yet fashionable vessel for hydration, and while it’s not the water bottle I’d necessarily choose to take on any long-distance kayaking or hiking sojourn, it’ll hold its own just about anywhere to a point, and, in an urban setting, it’s a delightfully refreshing splash of color.”

Hydroflask-Negative Reviews

  • “The strap, being silicone, is not the most durable thing in the world, and it will eventually break, especially if you are clipping it into a carabiner often enough.”
  • “The other side of this issue, while not a perfect solution, and certainly a nuisance, is that this bottle comes with a limited lifetime warranty, which does include things like the Flex Cap’s strap breaking.”
  • “One often-repeated comment about Hydro Flasks is that they are loud. Like, if you accidentally drop yours on a hard floor, everyone within a mile radius will know you are trying to Drink More Water. I regret to inform you that these jokes are rooted in reality — this bottle is loud as hell.”

Corkcicle-Postive Reviews

  • “Both the Corkcicle canteen and tumbler are good for everyday use, and especially for beach season. The canteen keeps drinks cold for 25 hours and the tumbler for nine, so you can keep your refreshment of choice chilled all day. The canteen is perfect for water, beer, and wine, and the tumbler for coffee and cocktails. The canteen also has a wide mouth to fit ice cubes for extra chill. Come winter, the canteen will keep your drink hot for up to 12 hours, and the tumbler will do the job for three.”
  • “Available in a range of bang-on-trend colors — Red, Matte Black, Hawaiian Blue, Granite, Caribbean Green, Copper, Merlot, Lilac, Grey, Peach Echo, Pink, Rose Quartz, Steel and Turquoise — the beauty of the Corkcicle Tumbler is that you can literally color co-ordinate it your outfit. I, of course, chose Graphite, because well, I like something that goes with everything, and I think it looks properly sophisticated.”
  • Triple insulated walls means your drink is in good hands — it can keep your drinks cool for 25 hours and hot for 12.”
  • No sweaty bottles — who else hates it when their drinks sweat, leaving condensation soaking through all those important documents, packs of tissues, and stray £5 notes in your bag?”
  • “It comes in three different sizes — 9oz, 16oz, and 25oz (which I am reliably informed holds a whole bottle of wine — picnic goals!).”

Corkcicle-Negative Reviews

  • “....it scratches easy — I put mine in my bag along with my keys (fairly standard handbag contents), and it came out scratched.”
  • “.... it is not dishwasher safe — always a bummer, but on the upside, it does clean up well, and there are no hidden places for smoothie froth to get dried into.”
  • “Not too fond of this cup, too pricey for quality...never heard back from the seller after I complained about the lid, it will not stay down in the cup, pops out, needs a new lid, but they did not care evidently. I would recommend a different name brand...”
  • “I was in love with this bottle at first. However, after less than a month of using it, I noticed it rusting inside the thermos. As a kind reminder, I have only drunk hot water from the thermos, so I do not understand why it would suddenly rust like this.”

Yeti-Postive Reviews

  • “Using kitchen-grade 18/8 stainless steel, the YETI Rambler Bottles are not lined with plastic or other substances that could leach into your beverage. As with all bottles of this style, they have a vacuum between the two walls of the vessel, which stops heat transfer, keeping the internal contents hot or cold for a long time.”
  • “The bottles are a nice shape, and they have a big, easy-to-grasp handle on the lid that allows for three-finger holding. The opening is 2.75 inches, enough to easily fit “over the nose,” which, as YETI touts, helps you enjoy the aroma of your favorite beverages.”
  • “YETI’s bottles are set apart due to the three-finger graspable lid and rugged design, which seems slightly more durable than Hydro Flask (although this is difficult to test — both are plenty tough for normal use).”
  • “Ultimately, YETI is a high-end product that will last for many years of normal use. Choose it if you are a YETI fan and want one of the best bottles that money can buy.”

Yeti-Negative Reviews

  • “I was pretty disappointed that this did not insulate my hot drink for over 18 hours. Many times when I camp, I like to get hot water ready at night to have in the mornings, because I am lazy and because hot water the second you wake up is the best.”
  • “The 26 oz version is ten ¼ inches by three ⅜ inches, making it a sizable bottle. This means it will not fit in most car cup holders, which could be a problem for road trips. We also found that it did not fit in some of our backpack bottle holders, either.”
  • “It’s also worth noting that the YETI somewhat lacks in the selection department in terms of looks and sizes when compared to Hydro Flask. Not to mention, the YETI Rambler bottles do not have any accessories, whereas Hydro Flask has a ton of accessories for their bottles. For those who are not into the look of a YETI Rambler — which can be a little stark if it is not to your taste — the wider and much more colorful selection of Hydro Flask might hold more appeal.”

Part
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Part
07

Hydration Bottle Category - Ad Examples

Hydro Flask, Corkcicle, and Yeti have published several digital banners to promote their drinkware and other products. The screenshots for 18 recent advertising materials of the brands have been provided in the attached Google document.

HYDRO FLASK

  • Hydro Flask’s homepage features the tagline “find the perfect Hydro Flask for any adventure.” Below the tagline, consumers can see the range of products offered by the company.
  • The company’s MyHydro webpage allows consumers to create their own bottles. The page features the tagline “pick every part of your perfect bottle” and the call-to-action “create yours now.”
  • Hydro Flask launched the Parks For All campaign to “support non-profit organizations focused on building, maintaining, restoring, and providing better access to parks.” The webpage of this campaign features an animated banner that shows the different types of activities that park visitors engage in and the call-to-action “Hydro Flask wants to hear from you!”
  • Hydro Flask’s current marketing campaign is called Let’s Go! The webpage of Let’s Go! features the tagline “one lifetime, fill often” and the call-to-action “Let’s Go! Today is wide open. You lead, we’ll follow.”
  • On October 2, 2019, the company published a digital banner with the taglines “get out and stay out” and “stay refreshed.” This advertising material was active until October 14, 2019.
  • On Nov 1, 2018, Hydro Flask published a digital banner to promote its Unbound Series soft cooler tote. This advertising material was active until December 26, 2018 and featured the tagline “give the gift of go.”

CORKCICLE

  • Corkcicle’s homepage features the tagline “a crowd favorite.” Below the tagline, consumers can see the range of drinkware products offered by the company.
  • The lifestyle page shows the company’s official ambassadors and celebrity users of its products. The page features the tagline “we make it, they live it” and call-to-action “meet the unleashed.
  • On September 18, 2019, Corkcicle published a digital banner to promote its coffee mugs. This advertising material was active until October 11, 2019 and featured three mugs stacked on top of each other.
  • On March 06, 2019, the company published a digital banner to promote its tumblers. This advertising material was active only for one day and featured the tagline “warm up, stay cool.”
  • On November 05, 2018, Corkcicle published a digital banner to promote its canteens. This advertising material was active until December 21, 2018 and featured the tagline “a cut above.”
  • On December 7, 2018, the company published a digital banner to promote its wine cups (stemless). This advertising material was active until December 15, 2018 and featured the tagline “sip me baby one more time.”

YETI

  • Yeti’s homepage features the tagline “built for the wild.” Images of its products can be seen above the tagline.
  • The company’s custom Yeti page allows consumers to create their own bottles. The page features the tagline “make it yours” and call-to-action “give your YETI Rambler a permanent, personal touch with a monogram, custom text, or upload your own logo.”
  • On October 5, 2019, Yeti published a digital banner to promote its bags. This advertising material was active until October 14, 2018 and featured the tagline “over-equipped for every commute.”
  • On August 28, 2019, the company published a digital banner to promote its dog beds. This advertising material was active until September 4, 2018 and featured the tagline “new gear for great dogs.”
  • On April 2, 2019, Yeti published a digital banner to promote its drinkware. This advertising material was active until October 14, 2018 and featured the tagline “new styles available.
  • On January 23, 2019, the company published an animated banner to promote its accessories. This advertising material was active until September 23, 2018 and featured the tagline “outfit your rambler.”
Part
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Part
08

Hydration Bottle Category - Articles

While extensive recent coverage exists related to YETI's marketing campaigns, there are far fewer articles that discuss the advertising efforts of Hydro Flask or Corkcicle.

HYDRO FLASK

  • In March of 2019, Athletic trade, Surfer Magazine, reported Hydroflask's partnership with musicians to launch an original song, as part of Hydro Flask's Let's Go brand campaign.
  • Meanwhile, business outlet Business 2 Community published an article in July of 2019 which discussed the use of Instagram for marketing campaigns, adding that Hydro Flask frequently leverages giveaways on Instagram as part of their marketing strategy, including the recent campaign between Hydro Flask and Pura Vida’s Stickers.
  • Email marketing consultancy, Emma, technology company, ShareThis, and social media marketing company, SocialPilot, also highlighted Hydro Flask's various advertising campaigns using giveaways on social media in November of 2018, February of 2019 and August of 2019, respectively.
  • Similarly, in February of 2019, social media trade, Instagram Business, published a case study of Hydro Flask's larger marketing campaign in partnership with marketing agency, SocialWithin, to run ads through Instagram Stories.
  • Also related to social media, marketing software provider, HubSpot, published an article in May of 2019 which discussed how brands are partnering with influencers on social to drive sales, including Hydro Flask's partnership with Andrea Hannemann, which included videos showing Ms. Hannemann integrating the Hydro Flask products into her daily routine.

CORKCICLE

  • In April of 2019, top-tier US outlet, TIME Magazine, discussed the best April Fool's Day pranks from that year, adding that Corkcicle was one of the top pranksters, with its marketing campaign that promoted the brand by jokingly advertising Iyce Fest, a fake music festival which parodied the failed Fyre Fest.
  • Meanwhile, Orlando, FL community project, Creative City Project, published several articles and case studies in October of 2019, March of 2019 and March of 2019 which highlighted Corkcicle's month-long, award-winning marketing campaign featuring an immersive photo experience.
  • Additionally, in May of 2019, men's luxury lifestyle outlet, Swagger Magazine, published the press release featuring Corkcicle's experiential marketing campaign, Rosé Day L.A.
  • Finally, in February of 2019, US trade advertising association, The American Advertising Federation, published a piece highlighting the fact that Corkcicle won two local Gold Addy awards for its Scratch n Sniff Catalog and The Worlds of Corkcicle advertising campaigns.

YETI

  • In February of 2019, business trade, Business Insider, highlighted YETI's "highly effective marketing" as a major reason for the company's success, while also noting YETI's more recent launch of its "population of YETI nation" advertising campaign.
  • Similarly, investor trade, The Motley Fool, reported in April of 2019 that YETI launched its first national digital and TV advertising campaign in 2018, and that the returns from YETI's recent and continued marketing efforts are expected to be significant.
  • In November of 2018, social media marketing firm, SGB Media, also discussed in YETI's first national digital and TV advertising campaign as well as YETI's “10 years of Tundra” film tour.
  • Meanwhile, outdoor company, Waypoint Outdoor, published an article in November of 2018 which highlighted YETI's various marketing strategies, including YETI's ad campaign revolving around videos with branded merchandise.
  • Additionally, in October of 2018, business outlet, The American Genius, discussed YETI's success through a variety of marketing campaigns, including the hiring of fisherman influencers as brand ambassadors, and YETI's sponsorship of programming on fishing and hunting TV stations.
  • Finally, in October of 2019, software company, Campaign Monitor, cited YETI's advertising campaigns as an example for marketers in general to learn from.
Part
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Part
09

LifeWater - Brand Rollout

LifeWater positioned itself as a platform for emerging artists and launched the brand employing TV commercials and it displayed ads for its marketing efforts after the launch of the brand.

OVERVIEW

  • LifeWater (Lifewtr) is a premium bottled purified water brand that is PH balanced with electrolytes and was launched to strengthening consumer interest in healthier beverages.
  • The brand was launched on December 09, 2016, and the product was made available in stores since February 2017.
  • LifeWater fused creativity and design to serve as a source of inspiration and hydration.
  • Seth Kaufman, Chief Marketing Officer of Pepsico, said “We created LifeWater to be as inspirational as it is functional and we’re thrilled to introduce the brand into our growing and diverse beverage portfolio.”

MARKETING EFFORTS

POSITIONING THE BRAND
  • LifeWater positioned itself as a platform for emerging artists and launched the brand with “purposeful positioning”.
  • The biggest equity of Lifewater’s was its label, which served as a platform for emerging artists.
  • The artists that contributed to the initial LifeWater labeling designs were mural artist MOMO, transatlantic duo Craig & Karl, and large-scale painter Jason Woodside.
  • To differentiate LifeWater, PepsiCo developed a label that will change several times a year and feature different artists that have a background in mediums like graphic design or photography.
COMMUNICATING THE BRAND
  • The visual identity of the brand was used to serve “as a canvas” for a variety of labels designed by emerging and developing artists to be seen and discovered on a broad scale.
  • The artists of Lifewater turned the traditional bottle label into a unique masterpiece that speaks to the creativity and source of creation which was linked to the brand’s core.
  • The company communicated the brand with videos on YouTube.
  • LifeWater also used digital ads to communicate the brand with messages like “Find New Inspiration.”
  • The company also used TV commercials with tagline “Thirst Inspiration”.
ADVERTISING EFFORTS
  • LifeWater launched a display ad from January 2017 to February 2017 with the message “Find New Inspiration.”
  • The company launched display ad in February 2017 with message “Inspiration on the Outside, Hydration on the Inside.”
  • The brand ran a TV commercial with tagline “Thirst Inspiration” and used the Super Bowl 2017 event to promote the brand.

YOUR RESEARCH TEAM APPLIED THE FOLLOWING STRATEGY

We began our research by looking for all the precompiled information related to an overview of how LifeWater rolled out its brand. We found data regarding what they did to position themselves in the market, how they communicated their brand, and what were their advertising efforts. However, we were not able to establish what were the marketing efforts of Lifewater before the launching of their product.

Our first strategy was to look for information on the website of the company and press releases to find the information on its advertising campaigns on various platforms. We limited the search before December 9, 2016, as the company launched its brand on that date. Our idea behind this strategy was to see if there was information published by the company about its advertising efforts. However, no information could be found through the official company website.

Our second strategy was to look for information on advertising databases like iSpot.tv and ads of the world among others to find any relevant advertising campaigns run by the company in the year 2016. We found a TV commercial of the company, but the commercial was launched after the launch of the product in the year 2017 and there were no relevant campaigns found.

Our third strategy was to search through various media articles and industry publications to find any information on the brand advertising campaigns for Lifewater in the year 2016. We came across numerous articles published on sites like a brand channel, the drum marketing week among others. With this strategy, we were able to find information on the launch of the product and the positioning, but there was no information found on the marketing efforts before the launch of the product.
Part
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Part
10

Stressed Out Consumers

Stress spending, playing mobile games, and watching videos related to DIY and cooking are some of the ways consumers adopt to reduce their stress or anxiety.

MEDIA CONSUMPTION

  • 66% of Gen Z consumers (aged between 13-17 years) and 48% of millennial consumers (aged between 18-36 years) play online games and mobile games to relieve stress.
  • Asian consumers, especially young ones, look for ways to de-stress by spending on mobile games and 'small indulgences'. This shows that young consumers in Asia are willing to spend small amounts of money to reduce their stress.
  • In addition to that, young adult consumers and Gen Z consumers watch videos to relieve stress. This includes watching cooking videos (19% for Gen Z and 30% for millennials), watching oddly satisfying GIFs (27% for Gen Z and 23% for millennials), listening to ASMR videos (9% for Gen Z and 16% for millennials), watching slime videos (20% for Gen Z and 14% for millennials), watching nail art videos (12% for Gen Z and 13% for millennials), and watching paint mixing videos (11% for Gen Z and 12% for millennials).

DAY-TO-DAY ACTIVITIES

  • A survey by Credit Karma indicates that more than 50% of US adult consumers impulsively shop to relieve feelings of stress or anxiety. Stress spending is more common in millennials (68%) as compared to GenXers (53%).
  • Another survey of over 2,000 US and UK consumers also revealed that 40% of shoppers are using retail therapy or stress spending to lessen their stress and anxiety.
  • 22% of Gen Z consumers and 26% of millennial consumers complete adult coloring books to relieve stress.
  • Other popular activities among Gen Z and millennial consumers to relieve stress include playing with slime (20% for Gen Z and 14% for millennials) and bullet journaling (8% for Gen Z and 11% for millennials).
  • Surveys and studies also indicate that more and more consumers are purchasing CBD products to relieve stress. According to Consumer Reports 2019 survey, 32% of millennials are likely to use CBD products to reduce stress compared to 12% of baby boomers.
  • The survey further revealed that 22% of consumers tend to replace over-the-counter drugs with CBD products in order to reduce stress.

RESEARCH STRATEGY

Although we were able to find the day-to-day activities of all consumers to reduce stress, most of the media consumption habits to reduce stress refer to young adults/millennials and Gen Z consumers. An extensive search of reputable news and media resources, surveys, and studies from organizations such as the American Psychological Association (APA) indicated that the only available information on media consumption habits to reduce stress is for young adults/millennials and Gen Z consumers.

According to the Financial Times, millennials as a group are the most powerful consumers in terms of number and purchasing power. Coupled with Gen Z consumers, both of these groups shape today's consumer industry and marketers are keenly interested in these two age groups. One research study notes that there is little difference between adults and young adults in coping with stress. Hence, we used the information for the media consumption habits of GenZ and millennial consumers to represent all consumers as these age groups have the largest market share in the consumer industry and adults and young adults generally cope with stress in the same manner.
Sources
Sources

From Part 04
From Part 05
Quotes
  • "quality and fresh food are driving the consumers to purchase insulated food containers. "
  • ""gained popularity as a result of their durability and aesthetic features among the working-class population.""
Quotes
  • "world's leading manufacturer of portable insulated food and drink containers"
  • ""privately held housewares company leading the category in reusable glass beverage and food storage products." "
Quotes
  • "an increasing number of the working population is one of the key factors projected to fuel the global insulated food containers market growth."
Quotes
  • ""demand for insulated shipping containers is projected to increase by 4.7% annually to $1.0 billion in 2021." "
  • ""the rising online sales of meal kits and other perishable food and beverage products.""
Quotes
  • "durable, eco-friendly, and temperature-resistant"
  • "R&D to develop containers that are recyclable and resistant to friction, moisture, and heat."
  • "plastic-based food storage containers among consumers and buyers is propelling market growth."
  • "stain, peel, or take on the taste or odor of the food stored in them."
  • "widely used in commercial kitchens."
From Part 08
From Part 09
Quotes
  • "LIFEWTR is a premium bottled water brand committed to advancing and showcasing sources of creativity. We believe inspiration is as essential to life as water, because it unleashes our creative potential. "
Quotes
  • "We created LIFEWTR to be as inspirational as it is functional and we’re thrilled to introduce the brand into our growing and diverse beverage portfolio, stated Seth Kaufman, Chief Marketing Officer – PepsiCo North America Beverages."
From Part 10
Quotes
  • "Over half (52%) of 13-36-year-olds overall tell us that they have played an online or mobile game specifically to relieve stress. Video games can act as a form of therapy for stressed-out teens and young adults. While video games often get attention for being violent, therapeutic experiences are being overlooked."
  • "Playing games can be their way of tuning out the world: In our trend The State of Gaming, 76% of 13-36-year-olds who play video games say that games are a way for them to escape, and 54% think video games can be effective in treating pain or anxiety."
Quotes
  • "How millennials became the world’s most powerful consumers They are the biggest global generation — and their choices ​​are upending business​ from the US to China"
Quotes
  • "However, most studies have shown that older adults differ little from younger adults in their approaches to coping with stress."
Quotes
  • "Consumers said they purchase CBD from cannabis dispensaries (40% of survey respondents), a retail store (34%), online retailers (27%) and other unspecified outlets (12%)."
  • "The survey found differences in CBD use among millennials and baby boomers, with millennials more likely to use CBD to reduce stress and anxiety (32% of millennial respondents versus 12% of baby boomers), with boomers more likely to use CBD to help with joint pain (42% versus 15%)."
Quotes
  • "Credit Karma recently surveyed 1,000 adults in the U.S. and discovered that many consumers have impulsively shopped to relieve feelings of stress or anxiety."
  • "Over half surveyed (52%) confessed that they had participated in stress spending at least once. With so many online marketplaces now, you do not even need to leave your house to feel the thrill of a purchase."
  • "But the survey revealed that out of those who impulse shopped in order to reduce the feelings of stress, depression and anxiety, 7% have spent over $1,000 on a single impulse purchase, with 53% purchasing the items on credit cards."
  • "“Sixty-eight percent of millennials said they have stress spent in the past, compared to 53% of Gen Xers and only 26% of Baby Boomers,” per Credit Karma."
Quotes
  • "According to Clicktale’s research, as many as 40 percent of shoppers are using ‘retail therapy’ as a way to calm down. This phenomenon – the rise of the stress shopper – must become a fundamental consideration for CX professionals as they plan customer journeys and their overall approach to experience."