For alcohol brands, building cultural relevance starts with cultural understanding. Brands need to recognize that popularity and trends are byproducts of culture, and focus on identifying the communities and sub-cultures that matter to their target customers, recruiting differently, and building with the people who matter to their brands, instead of for them.
The sober curious movement has taken the world by storm, and is only growing in popularity within North America. We wanted to know more about the whys behind this shift … and what people are choosing to sip instead. So we spoke with 25-year-old Hope Woodard about her entrance into the world of the sober curious, and her feelings on the movement.
It’s no surprise that with a pandemic comes increased consumption of alcohol. City legislation ushered us out of liquor stores at 6pm, while a case...
People drink more these days (you heard it here first!), but that thirst isn’t just stronger than it was before the pandemic--it’s more complex. Brands must adapt to help people quench a steadier, not heavier, thirst among consumers on the other side of 2020.
Low and No Alcohol growth rates in Asia have typically been the same as the West. However, the region’s unique social and cultural context, along with its complicatedrelationship with alcohol,means that the reasons for that growth may not be the same. So what are the unique demands that L/NA is meeting in the market? And what category assumptions should alcohol brands be avoiding to ensure success in the region?
The recent rise and staying power of oat milk has shown how we are taking actions toward sustainability, and how these motivations, while they lead to the same place, are very different and worth investigating.
Plant-based foods are skyrocketing in demand, even more so now during COVID-19. The Sound dives into the consumer motivations, trends, and brand strategy behind the category’s massive growth. From the eco-friendly trendsetters, to the health-motivated newbies, the motivations behind trying plant-based foods are as diverse as the products available on shelves right now.
As pandemic preparation ramped up, bread was one of the first things to sell out. Bread machines sales are up 652%, with flour and baking mixes following not too far behind. So why are people turning to breadmaking with such fervor during a global pandemic? Are there any far-reaching implications for brands beyond the baking category?
A case study for successful innovation. The Sound recently had the opportunity to help develop a modern innovation for a centuries old and beloved British...
Expo West: event summary Earlier this month, Jerusha Bennett, Director of Brand Strategy and Innovation at The Sound’s Chicago office, had a blast attending the...
