PIK

According to Kantar databases, financial ads are three times more often perceived as “irritating” and six times more often as “unpleasant” compared to all categories. Finding new ways to overcome these barriers with simple, fun and creative messaging is a must and despite the fact that the category is seen as an unexciting and low-involvement, financial service brands have certain opportunities to engage people for a simple reason: they talk about money, and money represent purchase power and lifestyle. Our opinion for the category is that storytelling and the human element remain crucial to build trust and simplify sometimes complicated product offers.

Recommendations:
• Be omnichannel present with technology
• Create a killer comms strategy having storytelling in the heart of the brand

Product experiences (drinking on nights-out, in-store tasting) and word-of-mouth together contribute 45% of total brand impact. Retail such as shelf presence and in-store promotions contribute another 10% (source: Kantar). In the online world, social media channels where consumers share experiences such as recipes for cocktails, distillation process, etc. are becoming more important. Sponsorship seems has potential for beer brands than for spirits (typically more intimate experiences). Our opinion for the category is that the consumer landscape is not set in stone. Ever more women or niche groups are becoming key users which will force brands to refine their strategies and no longer just talk to men.
Recommendations:
• Be creative and sensitive
• Speak louder with products
• Strike the right chord with sponsorship