News/article
Turning off, on
We are experiencing an ever-shrinking on-trade with consumers drinking more at home to pay less and save more. Traditionally the on-trade has been all about building brand image, while the off-trade has been treated just as a distribution channel. Are brand owners missing a big trick here? Pete Hollingsworth, managing creative director at global design agency FutureBrand, thinks so. In this exclusive report, he explains how he believes brands can bring the sensory experiences from the on trade, and advertising, into the off trade
With so many brands fighting for attention in the off-trade, it’s time to think about how to maximise brand impact and create greater brand differentiation. The question for us is how can design play a role in capturing the core essence of the on-trade experience and release this into the off-trade.
If the on-trade is about bringing your brand to life, creating theatre and a multi-sensory experience, then surely we can bring multi-sensory experiences to the off-trade through design.
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Source: www.thedrinksreport.com
