The WARC Podcast Unlocking growth with new consumption occasions
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Sep 2, 2025 In this discussion, Ann Marie Kerwin, Work America's Editor at WARC, emphasizes the importance of brands creating new usage occasions to combat consumer reluctance to spend. She shares compelling case studies, such as brands capitalizing on festive moments to boost sales. The conversation also explores how versatility can reshape consumer perceptions, featuring brands like Baileys and Magnum Ice Cream. Additionally, they touch on the power of rituals in marketing, highlighting innovative strategies that forge deeper connections with consumers.
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Why New Usage Occasions Matter
- New usage occasions boost brand equity and reduce price sensitivity during economic strain.
- They create relevance by showing product versatility and can curb sales decline.
Campbell's Reclaimed Holiday Relevance
- Campbell's was overly tied to green bean casserole for Thanksgiving and faced waning relevance with younger cooks.
- A 'side season' campaign showcased other soup uses and reversed holiday sales declines with a 9% uplift.
Overcoming Rigid Buying Patterns
- Consumers follow rigid buying patterns and usually pick the brand they expect to buy.
- Demonstrating fresh uses challenges perceptions and creates new purchase incentives.