“They [millennial consumers] are literally giving us the roadmap for what their expectation is,” Krupp told BeverageDaily.
According to Krupp, mobile technology continues to transform the way consumers interact with brands, especially their shopping behaviors.
“We have sort of democratized approach where everyone can have access to information, everybody can partake in commerce at any time that they want,” he said.
Due to this instantaneous access to information and abundance of choice, consumers are able to "curate their own worldview" which can be a huge opportunity or setback for brands depending on their ability to engage with their consumer in a meaningful way, Krupp added.
To reach their target consumer a brand needs to have consistent brand messaging across all channels, both online through e-commerce and in-store retail.
“We’ve always taken the view that if the elements aren’t working together then what you’re promoting out of store isn’t going to be aligned with what you actually want to sell in store,” he said.
“Brands that have had the benefit of loyalty don’t necessarily have it in the same way anymore.”
Perrier's interactive reinvention
Nestlé Waters-owned Perrier, for example, sees itself as the “originator of the sparkling water trend” in the US where it hit the market in 1976. However, the brand has had to update its consumer image with its latest push being “The Perrier Flavor Studio” launched in July 2017 in New York City in partnership with Kinetic Worldwide.
The Perrier Flavor Studio was a week-long interactive public space featuring a digital art wall, original art by artists pictured on its limited edition packaging, and a Perrier bubble pit filled with colored balls inspired by their newest zero-calorie sparkling water flavor launches of strawberry and watermelon.
The goal of the campaign, according to Sam Mazzarelli, VP of Team-N (a bespoke agency of Weber Shandwick and Golin), was to a take a social and interactive stance in the booming sparkling water category where 55% of Perrier’s growth is being driven by flavored varieties.
“Consumers are looking for something that’s not a digital gimmick necessarily, not just a sample in store, they want something that really allows them to connect more to the brand,” Mazzarelli said.
“Millennials want to be the ones leading the trends so there’s definitely a show off appeal to an experience like this.”
The interactive campaign promised the roughly 5,000 to 6,0000 goers “Instagram-worthy” photo opportunities which generated 85 million PR impressions and 10 million social expressions, according to Krupp.
“The amplifying effect was extraordinary and … they took control of the brand in a really authentic and relevant way,” Krupp added.