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Interview: How To Build A Cult Beverage Brand Into A Market Leader https://ift.tt/2OujgUU In this interview, Vita Coco's executive vice president of global brand strategy and development discusses how the brand's entrepreneurial environment and strategy are enabling the coconut-centric beverage brand to cultivate a mass consumer following In an ever-expanding world of options, consumers increasingly are looking to find meaning in their experiences and purchases. They seem to buy based on how products make them feel and how brands enable them to engage with their offers. Particularly suited for experiential marketing and shopping are wellness brands, who are moving to design interactive stores and products that fit with consumers’ desires for retail with meaning. To this end, coconut beverage brand Vita Coco is focusing on cultivating inclusivity, community, authenticity and transparency in its brand experience. The company’s vice president of global brand strategy and development, Jane Prior, spoke with PSFK about how the business is enabling its consumer base to engage with the brand through fitness classes, wellness events and “Instagramable” spaces, embodied in its recent NYC pop-up this July 20-22. Jane explains Vita Coco’s mission to enable consumers to seamlessly integrate healthy habits into their daily routines, as well as describes how a modern beverage brand can cultivate a wide-reaching, engaged consumer base. Finally, Jane also discusses the new Vita Coco Sparkling drink, with which the brand plans to disrupt the sparkling beverage market. PSFK: How have you seen your consumer base transition from the fashion and lifestyle niche to a larger mass-customer market? Jane Prior: I think in our early days, fashion was one of the core influencer-communities that adopted the brand. In the early days, we relied on influence marketing to build a brand. Brand awareness through word of mouth is so important to us—people telling others why and when they consume Vita Coco. Understanding why they love the brand is vital to our success. Do you believe that occasion marketing better enables consumers to link the different areas of their lives with one cohesive and fluid brand? Ultimately, we do see ourselves as a platform similar to a Coke or a Pepsi. The beautiful part for us is we’re starting with good-for-you products and good-for-you ingredients. We won’t and will never compromise on that. We’ll always be about products that provide real nutritional benefits to consumers with clean ingredients. Our brand’s mission is to enhance your life, not negatively affect it. That’s the idea. It’s like we can fit into your life in any part of the day. Our portfolio allows us to do that—whether it’s cooking with our coconut oil, making cocktails with our Sparkling, recovering with a Vita Coco pure coconut water in the morning when you’re hungover or when making a smoothie before running to a workout. We have a product for almost every occasion. That’s really unique as a brand to be able to fit into people’s lives in so many ways. I’d like to say that we do tons of consumer research and have a lot of insights to inform our innovation. The truth is we’re a very entrepreneurial, founder-led organization. Many of our innovations come from our passions, our insights and our intuition about what consumers are looking for and understanding those trends. So far, it’s made us pretty successful. I think our new sparkling beverage product is going to be a big moment for the brand. Our milk and our oil products are already quite a big success. Developing mass appeal while staying true to the brand’s ethos and image allows Vita Coco to compete in the beverage market, engaging a consumer base around health and wellness qualities. For more on strategies and tactics that allow brands to grow their appeal and business, see PSFK’s recently released report, the Occassion-Based Marketing Debrief. Mobile Marketing via PSFK http://www.psfk.com/ July 30, 2018 at 06:13PM
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