Brand credentials and communications had to be directed globally, but implementation had to take account of national and local cultures. Not any longer. The new mantra should be Think Global, Act Personal. Why?
The reason is simply that so many of our aspirations and experiences are individual. What I consume is for me, my moment, my pleasure, my fulfilment. Each one of us makes a choice for each occasion, one mouthful or sip at a time.
The evidence is to be found in a swathe of new developments in products and marketing. Add them up and you have a new mega-trend. A micro-trend!
Dispense caps
It started a few years ago with dispensing caps that contain flavours and/or functional ingredients to be released into a bottle when a consumer wants. Some contain concentrates, others powder. Some twist, others are pressed. The most prominent brand is Activate in the United States.
At the moment, usage is relatively limited, but there are now upwards of 20 dispense cap technologies and one can imagine a future where dispense caps are popular in their own right, either sold in multipacks for adding to water bottles or for promotions with water and other drinks. I could carry my cap with me and place it on any bottle for instant on-the-go convenience.
Freestyle vending
In 2009 Coca-Cola introduced its radical new Freestyle vending machine, which is now being emulated by many others. The transformation was the increase in choice to consumers from say ten drink options to 100 or more. In a way, it enables you to manufacture your own personalised soft drink, with greater choice even than in a supermarket.
Liquid enhancers
2011 brought the advent of liquid enhancers, iconically led by Kraft with MiO in designer handbag-convenient bottles. These are still largely confined to the United States but Coke, Nestlé and Pepsi have all launched their own variants and this new niche must soon reach $500 million in sales. Liquid enhancers mean anyone can take their own flavour and function around with them, able to drip drops of syrups not just into a bottle but directly into a glass.
Personalised bottles
In 2012 personalisation was taken to another level by Coca-Cola with its individually named bottles in Australia, while Absolut Vodka produced 4 million individually designed unique bottles. Cans have been added to the equation this year.
Taking it personally
Today, all these separate initiatives add up to billions and billions of servings, sipped, quaffed and glugged to the enjoyment of many hundreds of millions of people. What’s more, some are also collected and displayed – on kitchen tables, desks and even mantelpieces.
Yes, it’s personal. We always wanted it. Now it’s possible. The ID idea is upon us.
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