The who, what, why, where and how that impacted consumers and brands this week
Who?
Wayne Rooney this week became the latest celebrity endorser to find himself dropped (or at least temporarily sidelined) as Coca Cola pulled the plug on a campaign featuring the Manchester Utd striker amidst allegations surrounding his private life.
As sports stars, celebrities and politicians increasingly have their professional lives merged with their private lives how can brands negotiate this maze to implement successful endorsement strategies?
What?
Findings of a health and lifestyle survey carried out on behalf of Kellogg’s released this week reveal that 36 per cent of men and 8 per cent of women claim they do not need to adopt a regime to look good.
In a time when awareness of many of the key health issues (particularly obesity) are affecting both men and women is at an all time high how can brands overcome the head in the sand attitude of many Irish consumers in order to get them to engage with health and lifestyle products?
Why?
The steepest drop in Irish consumer sentiment for four and a half years occurred in September as people continued to grow more concerned about the broad economic outlook, the expected hit to household spending power in the forthcoming Budget, the increased cost of the bank bailout and Ireland’s withdrawal from the bond market.
The question which we pose to you is how can your brand show that it is there to help consumers manage their painful adjustments in the wake of such drastic cuts to household budgets?
Where?
Carat’s Consumer Connection System (CCS), an annual survey of 11,000 people,