premium.trendwatching.com 2FOOD & BEVERAGE INDUSTRY UPDATE | AUGUST 2015
WELCOME
...to TrendWatching’s Food & Beverage Industry Update, exclusively for Premium clients.
This update provides an unmissable window on Food & Beverage insights and innovations. The Feature Trend – chosen from the 100+ trends you have access to as a client – is backed with a contextualized hero example and examples of best practice to inspire your own trend-led innovations.
Enjoy, and good luck!
STATUS SEEKERS HUMAN BRANDS
BETTERMENT BETTER BUSINESS
YOUNIVERSE UBITECH
LOCAL LOVE INFOLUST
PLAYSUMERS FUZZYNOMICS
EPHEMERAL PRICING PANDEMONIUM
HELPFULL POST-DEMOGRAPHIC
JOYNING REMAPPED
NOTE: When viewing the kickass innovations from page 8 onward, look out for the trend tags! Each example is labeled with its related mega-trends (listed below), followed by the corresponding sub-trend.
SEE ALL FOOD & BEVERAGE INNOVATION EXAMPLES ONLINE »
FEATURING
INTERACTVERTISINGBrands are using inventive, interactive advertising
to win consumers’ fleeting attention
INTERACTVERTISING
Food and beverage brands are capturing consumers’ hard-to-get attention with delightful, surprising, and occasionally shocking, interactive campaigns. When done well, these are more engaging and memorable than traditional marketing for consumers who increasingly expect to participate (and even play) at all brand touchpoints.
Brands are using inventive, interactive advertising to win consumers’ fleeting attention
// ATTENTION DEFICIT
As the number of cross-channel marketing messages
– from native advertising to sponsored Tweets – a
person encounters on a daily basis increases, the
harder it is to attract and maintain their attention.
// OFF/ON
More and more, the offline world is adjusting to,
mirroring and incorporating the online world.
Conditioned by connected digital lifestyles,
consumers expect advertising to be personally
targeted, and for them to be able to interact with and
explore what they encounter.
// STATUS SELLS
Truly unique experiences, even those with a marketing
motive, provide participants with a STATUS STORY to
share with peers. The best INTERACTVERTISING is
exciting and provides conversational capital.
// NEW CHANNELS
Billboards, bus shelters and airport waiting lounges
are all places where consumers can learn about, play,
taste, or experience your brand. Don’t be afraid to
build something different, as 7UP did when it created
a musical, bullet-riddled wall in Beirut.
// HELPING HANDS
Why not create advertisements that consumers
actually benefit from? BRAND BUTLERS (marketing as
a service) are a perfect match for attention-lite, time-
poor consumers.
// MAKE IT BETTER
Can your marketing call consumers to action to
complete a task that has an immediate, positive
impact on their self, society or the planet? People
will be happy to participate if the benefit overlaps
with their values or personal goals (see the following
example from SureSlim).
WHY NEXT
PL AYSUMERS:
premium.trendwatching.com 4FOOD & BEVERAGE INDUSTRY UPDATE | AUGUST 2015
SEE IN THE DATABASE
premium.trendwatching.com 5FOOD & BEVERAGE INDUSTRY UPDATE | AUGUST 2015
FOOD & BEVERAGE | INTERACTVERTISING INNOVATION EXAMPLES
PL AYSUMERS : INTERACTVERTISING
SURESLIMChocolate flyer encourages weight-loss
In July 2015, South Africa-based weight-loss program
SureSlim produced a flyer made out of 100% pure milk
chocolate to attract new customers. The Chocolate
Flyer was distributed across the region, offering people
the chance to get 20% off the weight-loss program if
they brought the uneaten chocolate flyer to a SureSlim
store. Another chance was given to those who gave into
temptation, by giving customers 1% discount for every
block of chocolate they hadn’t eaten.
It’s all too easy to think an interactive marketing campaign
needs to be a high-tech one, involving one or more glowing
screens. However, this initiative demonstrates there is a lot to
be said for a tangible, beautifully designed, melt-in-your-mouth
flyer. This edible advertising uses the promise of discount to
help each recipient overcome temptation to become a better
version of his or her self. SureSlim has tapped into the trend
CURRENCIES OF CHANGE by daring the holder not to interact
with (eat) the coupon with the reward of a cheaper weight-loss
program if their willpower wins.
Finally, in exploiting chocolate as a marketing medium, SureSlim
are showing a generous and playful human side that is valuable
for a company dealing with something as personal as weight-loss.
AFRICA
premium.trendwatching.com 6FOOD & BEVERAGE INDUSTRY UPDATE | AUGUST 2015
FOOD & BEVERAGE | INTERACTVERTISING INNOVATION EXAMPLES
CARLSBERG
Beer-dispensing billboard is ‘probably the best poster in the world’
DON GIULIO SALUMERIA
Billboard uses image-recognition to hide advert from the police
PEPSICO
Beverage brand transforms bullet-riddled wall into music installation
In April 2015, Carlsberg installed a billboard
in London complete with a working beer tap.
Reviving the Danish beer brand’s traditional
“probably the best…” advertising slogan, the
billboard featured the words “Probably the best
poster in the world”. Each passer-by was offered
a free beer, with a plain-clothes security guard on
hand to maintain order.
In June 2015, a billboard advertising illegal
European food imports used image-recognition
technology to detect the official insignias worn on
the uniforms of Russian police and military officers.
Don Giulio Salumeria, a Moscow-based Italian
grocery store – whose products were considered
to be in a legal grey-area – commissioned the
billboard. The digital ad switched from an advert
for a range of Italian cheeses to one for a Russian
doll store when any Russian officers approached.
In April 2015, PepsiCo brand 7UP created the Wall
of Music in Beirut, to mark the Remembrance Day
of the Lebanese Civil War. The initiative – which
was part of 7UP’s ‘Feels Good to Be You’ campaign
– saw musical notes painted onto an existing
bullet-riddled wall, with the notes coinciding with
the bullet holes. Motion-activated sensors played
musical notes when people passed in front of
them, with a camera capturing visitors’ reactions.
MIDDLE EASTEUROPE EUROPE
PL AYSUMERS : INTERACTVERTISING
premium.trendwatching.com 8FOOD & BEVERAGE INDUSTRY UPDATE | AUGUST 2015
FOOD & BEVERAGE | KICKASS INNOVATIONS
CARMEL WINERIES
Food event features unique Instagram plates
HOP THEORY
Sachets transform regular beer into craft-style brew
NESCAFÉ
Doorbell Day connects neighbors
Q2 2015 saw Israel-based Carmel Wineries host
Foodography: a series of workshops and live
dining events targeting foodies. The winery invited
influential bloggers, journalists and food critics
to the events, with a wine-inspired menu on offer
for them to taste. The five-course dinner was also
served on specially-created Instagram plates.
The dishes were conceived by a ceramic artist,
and designed to allows attendees to capture the
perfect images for Instagram using their cellphone.
Surpassing its Kickstarter target in April 2015, Hop
Theory‘s beer bags transform light beer into craft-
style beer in two minutes. The US-created sachets
are made with a variety of hops, fruit peels and
spices, and are designed to be placed into a beer
glass and left to steep for a few minutes. A single
sachet can be used for up to four beers, with each
serving containing around five calories. 12 sachets
are priced at USD 10.
In March 2015, Nescafé launched Doorbell Day: a
project aiming to connect neighbors and promote
neighborly spirit in Singapore. People were
encouraged to call by their neighbor’s home and say
hello, and take a photo for social media platforms,
hashtagged with #SGDoorbellDay. The project was
also designed to celebrate 50 years of Singaporean
independence, and the neighborly spirit that has
ensured a half century of peace and friendship.
STATUS SEEKERS / BRAND ME
BETTER BUSINESS / UPGRADIAYOUNIVERSE / BRAND ME JOYNING / INSTANT ENCOUNTERS
premium.trendwatching.com 9FOOD & BEVERAGE INDUSTRY UPDATE | AUGUST 2015
FOOD & BEVERAGE | KICKASS INNOVATIONS
CERVEJA FEMINISTA
‘Feminist’ beer opens dialogue about sexist advertising
PACARI SWEAT
Brand’s campaign sends children’s dreams to the moon
TRANSAVIA
Promotional snacks can be used as airline tickets
In March 2015, a group of Brazil-based advertising
creatives launched an amber ale called Cerveja
Feminista (Feminist Beer). Created to encourage
the advertising industry to discuss how women
are portrayed in beer advertising and the lack of
female art directors in Brazil, the label featured
the symbol for gender equality. The women who
devised the label also founded an activism group
called 65|10 – the name was inspired by two facts:
65% of Brazilian women don’t feel like they’re
represented in ads; 10% of creatives at advertising
agencies in Brazil are women.
April 2015 saw Pocari Sweat extend its Lunar
Dream Capsule campaign to Hong Kong, part of a
wider initiative promoting the Japanese beverage
brand as a “health drink for consumption in
space”. Children were asked to write down their
dreams, which were then gathered into a time
capsule to be sent to the moon, along with Pocari
Sweat in powder form. If all goes according to
plan, in 30 years the children will be able to visit
the moon, unlock the time capsule and drink the
Pocari Sweat mix.
April 2015 saw Dutch budget airline Transavia
launch its own brand of snack foods in France, with
each item redeemable for a single flight ticket.
Transvania chips, candy, and cereal bars were
available at various stores, vending machines,
and cinemas across France. To claim their flight,
customers needed to scan a QR code printed on
the packaging, with prices starting at EUR 40. The
promotional flights were exclusive of booking and
checked bag fees.
PLAYSUMERS / FAKETASTIC
PRICING PANDEMONIUM / DEALER CHICPOST-DEMOGRAPHIC / (F)EMPOWERMENT STATUS SEEKERS / STATUS STORIES
premium.trendwatching.com 10FOOD & BEVERAGE INDUSTRY UPDATE | AUGUST 2015
FOOD & BEVERAGE | KICKASS INNOVATIONS
DOMINO’S
Pizzas available to order via Twitter
SMORGASBURG
Gourmet menu served in just 15 minutues
STARBUCKS & SPOTIFY
Coffee chain partners with Spotify on music ecosystem
In May 2015, Domino’s rolled out a “tweet-to-
order” system, allowing website customers in the
US to re-order favorite pizzas by tweeting either
#EasyOrder, or the pizza emoji, to @dominos.
Having first set up an #EasyOrder profile online,
and had a pizza delivered, people can make further
orders via Twitter. The customer receives a direct
message from Domino’s confirming their order, and
the pizza saved in their profile is automatically sent
to their home. The service is free.
Launched at New York food market Smorgasburg
in May 2015, chef Jonathan Von Kava’s fine-dining
food stand serves a four-course gourmet menu in
15 minutes. On offer are four small dishes, plus
an appetizer and an amuse bouche, served on a
disposable tray, with diners eating at standing-
only tables. Each serving lasts 15 minutes, and the
menu changes weekly, based on produce available
at the Union Square Greenmarket. Trays at the
chef’s food stand cost from USD 11.
May 2015 saw Starbucks partner with Spotify
to create a unique music ecosystem. Via the
partnership, My Starbucks Rewards members can
influence in-store playlists and have exclusive
access to Starbucks Spotify playlists directly through
the Starbucks mobile app. Spotify subscribers can
also earn stars that contribute towards free coffees
and snacks. Starbucks will begin a phased roll out
of the service across the US in Q4 2015, before
launching in Canada and the UK.
FUZZYNOMICS / BRANDED BRANDSEPHEMERAL / TIME SAVIORS EPHEMERAL / SNACK CULTURE
HELPFULL / SYNCED SERVICES
premium.trendwatching.com 11FOOD & BEVERAGE INDUSTRY UPDATE | AUGUST 2015
FOOD & BEVERAGE | KICKASS INNOVATIONS
CHIVAS REGAL
Whisky distillery launches ultra-exclusive blend
FACTORY FRESH
Nutritionally-balanced meals delivered to Beijing commuters
CONTINENTE
Supermarket app saves shoppers from waiting in line
Available from June 2015, The Icon is a limited
edition blend from Chivas Regal. Launched at
duty free stores in Dubai, the USD 3,500 whisky is
made with 20 distinct single malts, including some
from distilleries that no longer exist. Individuals
purchasing The Icon also receive a handmade
green crystal decanter inspired by the original
1909 Chivas Regal bottle.
Launched in May 2015, Factory Fresh is a
Beijing-based food delivery service that brings
set menus to customers’ doorsteps every
morning. The nutritionally-balanced meals
are cooked to order using locally-sourced,
market-fresh ingredients; calorie and nutritional
information is available on the brand’s website.
Factory Fresh’s set menus are priced at around
CNY 360 – 500 (USD 56 – 80) per day.
Launched in March 2015, Tira-vez (meaning “Take-
time”) Continente is a free mobile app that lets
supermarket shoppers know where they are in
the line. Those visiting Continente supermarkets
in Portugal can use the app to wait in line for the
various counters, such as the delicatessen, bakery,
or fishmonger. The app will automatically keep
them updated as to where they are in the line and
when it is their time to be served.
HELPFULL / ALERTINGPOST-DEMOGRAPHIC / CITYSUMERSSTATUS SEEKERS / UBER PREMIUM
premium.trendwatching.com 12FOOD & BEVERAGE INDUSTRY UPDATE | AUGUST 2015
FOOD & BEVERAGE | KICKASS INNOVATIONS
PANASONIC
System purifies waste water from air conditioning units
BURGER KING
Fast food chain sponsors the wedding of Mr Burger and Miss King
LIDL
Limited edition perfume celebrates BBQ season
May 2015 saw Panasonic introduce a water filter
system to purify the waste water produced by air
conditioning units. Launched in Ecuador, where
tap water is not drinkable due to high levels
of bacteria, the ACH2O system makes it fit for
human consumption. Panasonic installed the
water systems in 5,000 public places across the
country and gave away the filters to customers who
purchased one of their air conditioning units.
In April 2015, Burger King announced that it
would pay the expenses and provide gifts for
the wedding of Joel Burger and Ashley King in
Jacksonville, Illinois. News of the Burger-King
wedding went viral online with the hashtag
#BurgerKingWedding after the pair posted a
picture of themselves outside a Burger King
restaurant to announce their engagement, and the
fast food chain offered to pay for their wedding in
celebration of their combined surnames.
June 2015 saw Lidl launch a campaign to
celebrate barbecue season in Finland. The low
cost supermarket chain unveiled Eau De Grill: a
scent with barbecue notes created by perfumer
Max Perttula. Featuring notes of Finnish birch,
smoky air, burning coals and lake water, the
limited edition fragrance was priced at EUR 19.90
per bottle, with different versions available for
men and women.
HUMAN BRANDS / RANDOM ACTS OF KINDNESSBETTER BUSINESS / ECO CYCLE STATUS SEEKERS / BRAND FANATICS
DON’T FORGETINNOVATIONS THAT INSPIRE NEW PRODUCTS, SERVICES
AND CAMPAIGNS CAN COME FROM ANY INDUSTRY.CHECK OUT THESE 8 EXAMPLES AND GET INSPIRED!
premium.trendwatching.com 14FOOD & BEVERAGE INDUSTRY UPDATE | AUGUST 2015
FOOD & BEVERAGE | DON’T FORGET!
AUTOMOTIVE CONSUMER ELECTRONICS FINANCIAL SERVICES
MOBILE & TELECOMSMEDIA & ENTERTAINMENT
TRAVEL
RETAIL
GIVESURANCECompany allows customers to donate a cut of their insurance
payments to charity »
TURING ROBOTIC INDUltra-secure cellphone is
indestructible »
KEYS N KRATESLocation-based mobile music video features user-generated images »
RÉMY MARTINSmart bottle caps provide authenticity guarantee »
TOPSHOPFashion retailer hosts blogger-led
photography school »
MINI SINGAPOREAutomaker offers stranded drivers
test drives to their destination »
GOOGLE / LEVI STRAUSSFabric project integrates wearable
technology control into jeans »
LUXURY
TAM AIRLINESAirline produces personalized on-
board magazines »
premium.trendwatching.com 15AUTOMOTIVE INDUSTRY UPDATE | AUGUST 2015
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