Young people are the key target group for on-the-go drinks. Young consumers often change their interests and ‘grow out’ of their favourite brands relatively quickly. Thus, brands aimed at young people must constantly keep up with their target group.
Tymbark, the leader on the fruit beverage market in Poland, asked us to help create a strategic communications concept for their soft drinks. The challenge was to develop a long-term concept that would be attractive and engaging for young consumers in different age bands.
During ethnographic observations and in-depth interviews, we explored the role that soft drinks play in the lives of young people and in peer relations. We went deeper into our insights by exploring narratives present in modern culture through an analysis of materials from social media, music videos, movies, blogs and magazines.
On this basis, together with Tymbark marketers, we developed a number of strategic concepts for the brand, which we then refined during consumer workshops. As a result, the project generated a strategic vision for Tymbark drinks: the basis for a new communications strategy; and extensive inspirational material to support its implementation.
„Touchideas inspired us with cultural insights and interesting reflections about our brand. Together, we developed a long-term communications concept for Tymbark drinks, which is now at the core of our communication briefs.”
– Jacek Bielarz, Tymbark Marketing Manager