Gone are the days when certain tools mentioned in marketing journals helped gauge consumer preferences to create effective communication. We are now living in a time when each consumer is different from the other and choices are influenced by factors one can barely imagine. While a Facebook ‘share’ can drive a consumer to a store to buy one product, a Twitter complaint can turn many away from even thinking about a brand.
JWT India, that has decade-old partnerships with many brands, is now putting a step forward to unravel how consumer choices have changed over the years, bringing to light the conversations which are now impacting these choices. The planning team of the agency has launched a new initiative ‘Coffee and Conversations’ to bring forth changing trends and new opportunities that lie ahead of brands, capitalising on its experience and knowledge in various categories and mining information which is being shared across platforms.
“Brands tend to get stuck in few words, spaces and language. This exercise would act as a stimulus for new proposition and ideas and look at communication through a fresh lens,” said Bindu Sethi, Chief Strategy Officer, JWT India, while talking about the objective behind such an activity.
‘Coffee and Conversations’ would involve analysis of different categories of business, drawing a basic strategy and thinking around them, presenting this thinking through white papers and blogs, sharing this strategy with brands and finally implementing some of the learning’s in creating differentiated communication for brands.
The first space which has been explored by JWT as a part of this initiative is ‘Food’, the construct of which is called ‘Juniper, Wheat and Tabasco’.
As a part of the research conducted for ‘Juniper, Wheat and Tabasco’, JWT has uncovered three fundamental drivers that impact choices when it comes to food. Mythili Chandrashekhar, Senior VP and Executive Planning Director, JWT shared that these fundamental drivers are “the drive for power, need for love and care and search for pleasure”. She further detailed how emotions such as mind power, body power and social power fuel the drive for power; how family, body and health, life, earth and planet influence need for love and care and eventually how sin, romance and creativity drive search for pleasure. These 10 ‘packticons’ represent 10 benefit spaces that drive all food choices.
JWT plans to use these spaces as a proposition and idea generating toolkit to find connections for positioning, understand opportunities for portfolios and explore disruption by moving one to another. The agency would reveal similar studies in different categories in the coming days.