How do people in different cultures choose beverage for meals?
Client
Global Beverage Brand
Background
Stretch of portfolio brands into new occasion
Overview
The project was part of a strategic initiative to build a portfolio of beverages perfect for every occasion where a consumer pairs a drink with food. The top three East and Central European markets were chosen as a pilot to understand how cultural preferences around food influence the choice of beverage.
The work ran in several stages to cover the whole brief: immersions with consumers into various in-home and out-of-home meal occasions, exploration of current food and eating trends, and finally a segmentation of the ‘meal’ occasion into micro innovation territories, allowing precise targeting of the portfolio brands.
Outcomes
- Occasions and needs mapped into communication territories
- Role of beverage overlaid with sensorial food attributes
- Similarities in cultural food consumption defined for cross-regional insights
- No-stretch territories for portfolio brands defined
- Food and beverage pairings mapped for priority brands
