News 14.05.2024

Need to Know

Volkswagen celebrates the emotional bond between car and driver, Graza unveils olive oil refills in beer cans and why inflation marks the end of one-stop grocery shopping.

Volkswagen campaign celebrates the emotional bond between car and driver

YourWagen campaign by Adam&EveDDB and Dark Energy for Volkswagen

Global – Volkswagen and advertising agency Adam&EveDDB have launched YourWagen, a global brand platform spotlighting the emotional connection between Volkswagen drivers and their vehicles.

Inspired by the brand’s name, which translates as ‘people’s car’, the platform was launched with a short film featuring the real-life car love stories of Volkswagen owners. Set to the 1970s hit Thank You for Being a Friend, the 60-second hero tv spot depicts the heart-warming roles a car can play in your life, from a WeddingWagen to a SnoozeWagen, before ending with the strapline, Without the Volks, There is no Wagen.

In our Not Your Parents’ Car report, we unpacked the challenges faced by the automotive sector when appealing to the so-called car-averse Gen Z. Thus far, many car manufacturers have looked to innovative technologies and product design, but Volkswagen shows that emotion and nostalgia can be as powerful and persuasive.

Strategic opportunity

Crowdsource real-life stories and testimonials from your customer base to create authentic, emotionally led campaigns

Graza innovates olive oil packaging with beer can refills

Graza, UK Graza, UK
Aura Bora and Graza, UK Aura Bora and Graza, UK

US – Graza, a trendy olive oil brand known for its twist-top squeezy bottles, has introduced a sustainable twist with its new line of refillable beer cans. Since its launch in 2022, Graza’s dark green bottles have gained popularity among TikTok chefs and consumers alike. The brand’s playful approach to packaging now extends to its refill containers, which are made from aluminium.

The idea for beer can refills originated during a team lunch in Spain, where olive oil is often stored in cans. The aluminium vessels offer protection against oxidisation, ensuring freshness and preventing rancidity. As well as preserving taste, this move aligns with consumers’ demand for eco-friendly options, as highlighted by feedback through the brand’s social media, emails and surveys.

By offering refillable options in recyclable materials like aluminium, Graza aims to attract plastic-averse customers while maintaining its whimsical brand identity. The launch represents a strategic move towards sustainability, tapping into evolving consumer preferences and enhancing Graza’s appeal to a broader market segment. Graza’s move aligns with our findings in Sustainability Packaged: Dieline Forum 2023, where we unpack how different brands lay the blueprint for innovations in sustainable packaging.

Strategic opportunity

Adopting refillable packaging is crucial for sustainable businesses, offering durable, eco-friendly solutions that cut costs, combat plastic waste and enhance customer loyalty in the long run

Hyatt partners with Peloton to reward guests for working out

Surrenne at The Emory, London, UK Surrenne at The Emory, London, UK

US – Hotel chain Hyatt has partnered with Peloton to introduce the fitness company’s bikes at every one of its properties across the US, Canada, Britain, Germany, Austria and Australia, and rowing machines to some US properties.

Members of the Hyatt loyalty reward programme will also be able to earn points for every Peloton workout they do at participating hotels, although how many points and which hotels are included have yet to be revealed.

Guests can also access complimentary Peloton workout classes on hotel room televisions, as the fitness company looks to diversify beyond its bikes and spinning workouts.

In our Future Forecast 2024: Travel & Hospitality report, we identified value-driven loyalty programmes as a top priority for the sector. By expanding its points system to include workouts, Hyatt and Peloton are capitalising on the current drive towards Longevity Lifestyles and responding to the shift in consumers’ perception of hotels as a place for rest to a destination for health and wellness.

Strategic opportunity

Take inspiration from Hyatt and partner with brands that resonate with your audience and expand your loyalty system through joint ventures offering exclusive rewards for engaging with partner products or services

Stat: Inflation marks the end of one-stop grocery shopping

Muffato Go in collaboration with Sensei, Brazil Muffato Go in collaboration with Sensei, Brazil

US – Inflation is driving US consumers to spread out their grocery shopping across different stores to find the best deals.

Data firm Numerator has found that US consumers bought groceries from an average of 20.7 different retailers between March 2023 and February 2024, up 23% on the same period between 2019 and 2020.

As inflation pushes grocery prices to new highs, shoppers are looking for any means to reduce household costs, including travelling to cheaper areas to shop and pursuing promotions and loyalty programmes. Retailers are responding by specialising in select products and promoting store brand items that are more affordable, according to experts published in The Wall Street Journal.

For more of the latest news and updates on how organisations and brands are flexing their business operations to cater for customers facing inflation, check out our Cost of Living Crisis topic on LS:N Global.

Strategic opportunity

Retailers should look to enhance customer loyalty and satisfaction by implementing price-match guarantees and robust loyalty programmes promoting one-stop shopping

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