Target the young consumer for. Quest for RITUALS.
“2 strong ideas for a drink ritual for Passoathat can be easily implemented in bars first and then at home, duplicable and scalable, link to long-drink consumption and/or shot consumption, that can be visible and easily recognizable, ownable by Passoa and linked to Brazil.”
therefore - first: some field research…
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Google Search results for “passion” – brand associations :
Easy: Passoa should be where passionate moments can unlock = and this is basically everywhere. Moreover, Passoa should be the passion link between people. Great passionate moments should start with Passoa. Whether you go to dance club or a more quiet lounge, there should be Passoa on the drink menu.
Events where people are naturally emotionally involved and connected like art festivals or exhibitions, dance and theatre or other cultural and semi-cultural activities can be a serious option. These events constitute a natural habitat for (unlocked) passion.
In order to maintain or even improve its brand association, I think Passoa should prioritize on the higher- and midclass pubs/clubs. With a new image built around the brand, Passoa should try to influence the market from above (the higher class clubs) and let rumor spread about its renewed image. Therefore the brand should go upmarket.
The main goal should be the absolute leadership within the beverage group of Passion starters. What do you offer your date if you want to make an impression? Passoa it is!
Passoa is too much considered as a cocktail drink. This not only limits the sales, but has also an effect on perception and the esteem that consumers have for the brand.
In areas with a cold and rainy climate like Northern and Western Europe, cocktails are less consumed during autumn and winter, which limits the sales-possibilities. Cocktails are also generally drunk in an ambient atmosphere (summer party, summer festivals, pool party), being consumed in large quantities.
Some small field research teaches us that Passoa is not taken seriously enough. It seems to have a high brand notoriety, but the image around it doesn’t match with the concept of Passion. Rather than “Passion”, it’s more associated with “Party”.
New passoa rituals
“Whatever its association”the ritual is, it should be perfectly embedded in a lifestyle, a mentality. Something positive, dreamy but yet authentic, realizable and achievable for every person.”
Therefore I think we have tothinkbroader…
Passoacanactivate the passionbetweenpeople