Thankyou Water proved to be the cause and metaphor that young, socially engaged consumers were looking for. And now it’s coming to New Zealand. Will it resonate with Kiwis the same way it has with Australia? I’m predicting yes.
The demise of Woolworths’ Australian hardware experiment, Masters, is not going to devastate too many customers because not too many customers ever went to Masters.
James Grugeon, formerly part of the team that launched Powershop into Australia, has kicked off the year with the launch of a social movement around craft beer. Great Barrier Beer is the first beverage off the rank.
Australian business Patties Foods sells its embattled frozen berries business just as New Zealand brand Fruzio pulls its frozen berry range off shelves in its own Hepatitis A scare.
The advice for New Zealand farmers to deliver to higher consumer expectations, with greater transparency and business acumen, is sound advice.
While there are many reasons marketing narratives, iconic straplines and recognisable codes get dumped, something rather special happens when a brand sticks to its unique “thing” and builds on it.
So few loyalty programmes are of any genuine value to customers, yet every company contemplates them at one time or another. Simplify yours and give your customer something tangible. Maybe buy them a coffee.
Whether you believe in the authenticity of Manuka Honey, it is very much a brand; a great story created over the years and extraordinary awareness in numerous international markets, including Australia.