Gen Z Is Not the End of Booze — It’s a Reboot.
Media buzz these days loves a good funeral. Apparently, Gen Z doesn’t drink, tariffs are not helping, and wine is dead (again). Is the drinks industry doomed? Are we, frankly, screwed? Well—no. But only if we really start reading the numbers. Because top-line narratives rarely tell the whole story. And if you only react to […]
From Concept to Reality: the Anderos bitter.
Maison Villevert, in Cognac, has gained a reputation as an innovator, notably with G’Vine gin, La Quintinye Vermouth Royal and Cîroc vodka (created for Diageo). To strengthen its position in France, Maison Villevert is introducing a bitter. Read here how Brand Reveal and Megusta developped the concept and creative expression based on a single input, […]
Assess design with macro/micro eyes.
As we often need to evaluate, feedback and decide on creative proposals such as pack design, the all too pervasive “I like/dont like” approach is weak as it does not tackle the issues an idea is supposed to solve. To make the right decisions, a new flexible evaluation of proposals is needed: this is what […]
Reconnecting past and present: the story behind Aldeia Velha renovation.
Everybody loves “innovation” but “renovation” is also an important side of brand management. Read here how we worked with Volta Studio to give a new life to Portuguese icon of good memories, the Aldeia Velha brandy. Why renovate brands? In packaging renovation projects, one easily looks down at the incumbent design, which feels out of […]
Non-Acoholic Drinks revealed: Dynamics & Strategies.
In the midst of the Non-Alcoholic (NA) products explosion, Megusta and Brand Reveal surveyed 220 alcoholic beverage professionals online (Nov-Dec 2023) to better understand the key insights behind this burgeoning category. This concise exploration unveils industry perspectives on optimism, commitment, and innovative approaches, offering a strategic compass for stakeholders in this dynamic and promising sector. […]
The untold reasons of the Lo No alcohol success (and what it means for you).
After the hard seltzer madness and the tequila explosion, Lo No alcoholic beverages seem to be the next Big Thing with brands racing to introduce offers to satisfy consumers’ health thirst. Could this newfound consciousness explain alone the rush to conquer starting blocks for the upcoming Lo No race ? Read here the untold reasons […]
Drop the Key Visual, Create Campaigns.
In communication, many drinks’ brands focus on “Key Visuals”, i.e. a very beautiful photo which glorifies a bottle in an ideal set. Yet, the pursuit of this perfect image is often very resource demanding and leaves no energies or budget to develop other messages. And after a while, the same photos will become boring. In […]
“Thank you Chat GPT”. Err… What ?!
In the previous two articles we examined how Chat GPT can help marketing strategists by looking at this tool’s Information and Formulation capabilities. In this third instalment, we dive into the relationship I have developped with this A.I. and the existential questions it triggered. This all started when, after a series of prompts and answers, […]
Chat GPT & Marketing : a source of inspiration or an automatic copywriter?
Like many (many!), I have played with Chat GPT to see how if it lives up to the AI promise and test if it can contribute to better marketing strategies. In this article I share my experience with Chat GPT when it comes to formulating brand ideas. Marketing about sharing ideas with people to convince them […]
Why Sustainability can extinguish brands (and how to prevent it).
WARNING : this is NOT an article against “sustainability” per se, i.e. supporting long-term ecological balance, but an analysis of how the immoderate use of this topic can erode brands’ differentiation and value. Whilst “sustainability” is necessary, read here why we think it can hinder brand differentiation, and should not be an excuse for weak […]