Would you like some SYRUP with your ENERGY DRINK?
By Ari Murray
A love letter to Attest and the make-or-break consumer data they are serving up.
If you’re a marketer like me who works in alcohol, beverage (the sober type), sweets, snacks, or even fast food, you know that this year has been, to be honest, really hard.
To put it ever-so-bluntly, would you like some inflation with a side of recession and an extra large serving of stiff competition?
Don’t worry, I’m not here to make you lose your appetite.
Back in the day, we used to be able to wing it. To develop products we ~thought~ could be our next big things. Or, if times were good, we’d be a little nervous to rock the boat too much – to bring to market a product that was a little out there for us – why risk our momentum?
However, those days are over. Expired. OFF THE MENU.
Which, actually (for me and the marketers I work with), has been a good thing.
A REALLY GOOD THING. THERE HAD TO BE A WAY TO KEEP PUSHING FORWARD WITH THE CONFIDENCE OF YESTERYEAR, but with the awareness that winging it is well, dumb.
And, remember how I promised I wouldn’t make you lose your appetite? Well, I hope you’re getting hungry.
I’m serving DATA for breakfast and if you would be so kind, could you please pass the syrup?
And, notice I said I’m serving the DATA. I didn’t cook it! Oh goodness, no. Trust me, you DO NOT WANT ME TO COOK. However, this data is the most scrumptious, finest, Grade A – organic data in the world.
Chef Attest is in the building, and sit down. Stay a while. Consumer insights are on the table. Our cup overfloweth with data.
A 3-course meal: An EXAMPLE THAT PROVES Attest is our secret, downturn-proof CPG weapon:
Course #1 – The Appetizer
Did you know that Attest helped Torani explore a new, kinda ~crazy~ market opportunity (energy drinks that are spiked with flavored syrups became popular). Like, really, really popular.
Course #2 – The Entree:
Torani had a hunch that new flavors would perform, but they needed to back into that hunch with delicious data:
“Infused energy drinks is one of those niche segments that we have had business in for quite some time, but never really understood what the scope of it was. There isn’t any syndicated data that even tracks that within food service.” – Andrea , Consumer & Customer Market Insight Manager at Torani
Course #3: The Dessert:
So, Torani worked with Attest to prove that there was indeed HUGE DEMAND FOR MORE SYRUP FLAVORS SO THAT ENERGY-DRINK-LOVERS COULD HAVE THE ENERGY DRINK FLAVOR INFUSIONS OF THEIR DREAMS!)
Attest ran a survey that focused on attitudes and usage of infused energy drinks, and the results were CONCLUSIVE:
“What was really fascinating is we found out how high volume, high use the category was; people who are using the category are typically coming once a day or more often. They’re spending a lot of money on it and it wasn’t necessarily the consumer we thought.”
The research showed that ‘infused energy drink consumers’ love fun flavors and customization. Torani took the research and DID THE DAMN THING!
Everyone, please meet cantaloupe, prickly pear, and cranberry (a once-popular flavor that Torani had discontinued 15 years ago!)
A bespoke energy drink concoction dream come true.
And, so, Torani lived happily ever after (even in an economic downturn).
From Torani: “There hasn’t been any kind of research that has looked into how people use the category frequency. So we’ve felt really successful and excited that we actually have something to react to.”
Oh, and the results of the new fruit flavors on the block? They speak for themselves:
SURPRISE COURSE #4: THE CHERRY ON TOP OF THE PERFECT CONSUMER RESEARCH
Did you know that with Attest, our brands can survey 125,000,000 consumers in 58 countries & get results back in days?
Attest is a simple to use consumer research platform (lets you customize and personalize your audience research and surveys quickly).
And, Attest has served up some of the INCREDIBLE DATA they’ve collected across FOOD & BEVERAGE.
For our final bite of the day, nibble on research Attest collected across:
Alcohol, non-alcoholic beverages (energy drink mocktails are just the beginning), savory snacks, fast food, and sweet snacks.
Find the data here, and promise me that you’ll routinely & easily check in with your target audience of consumers?
Whatcha waiting for? We’ve got surveys to run. Products to sell. WE ARE BURNING DAYLIGHT. IT’S TOUGH OUT THERE- BUT WE ARE TOUGHER. Let’s make consumer data our b****!