News 19.04.2021

Need to Know

Dr Oetker makes dessert bars social again, Audi augments automotive retail with hotel partnership and Indians urge brands to shun single-use plastic.

Pudu Pudu brings pudding to the next generation

Pudu Pudu by Dr Oetker and design agency Uxus, Los Angeles
Pudu Pudu by Dr Oetker and design agency Uxus, Los Angeles
Pudu Pudu by Dr Oetker and design agency UXUS, Los Angeles

Los Angeles – Pudu Pudu is a playful dessert bar by Dr Oetker aimed at young consumers with its experiential and design-led offering.

Created by the home baking brand in collaboration with retail design agency UXUS, the space design taps in to the visual culture of Generation Z, with a pastel-coloured palette, terrazzo counter and graphic backdrops. 'The space is designed to celebrate the puddings as works of art by focusing on the making process and creating contrasts and balance between each visual element,' says George Gottl, co-founder and chief creative officer at UXUS.

The store is designed to bring people together in the inter-pandemic period, becoming a social space where puddings can initiate connections. From outdoor seating to immersive dessert-making sessions and plenty of digital shareable moments, Pudu Pudu is rethinking the role of the dessert parlour as a culturally significant meeting place for young people.

As young people return to dining out and social gathering, immersive and emotive spaces are likely to resonate with those seeking indulgence as well as social connections.

Nike reworks returns with circularity model

Refurbished Circularity by Nike, US Refurbished Circularity by Nike, US
Refurbished Circularity by Nike, US Refurbished Circularity by Nike, US

US – Sportswear retailer Nike is expanding its sustainability efforts with the launch of its latest circular retail concept, which enables any returned shoes to be resold.

In the new retail model, Nike Refurbished, the brand extends the lifespan of unwanted footwear by reselling shoes that it receives back from customers. Nike will apply this model to three types of item: like new, gently worn, and cosmetically flawed. After hand inspection and refurbishment, products will be attributed a new price according to the footwear type and its condition.

Initially available in 15 US stores, the brand plans to expand Nike Refurbished to other locations as part of its ongoing aim to reduce waste. ‘Combined with additional product donation of eligible footwear, waste reduction measures across our global marketplace and responsibly recycling sneakers at end of use through Nike Grind, Nike is committed to creating a circular future,’ reads a press release.

Look out for our forthcoming retail community, which identifies the rise of the Regenizens – a consumer group who are seeking more circular product experiences.

Audi test drives hotels as dealership destinations

e-tron hotel test-drive experiences by Audi e-tron hotel test-drive experiences by Audi

US – Car brand Audi is partnering with hotel chain 1 Hotels to offer test drives to guests while on holiday.

As part of the collaboration Audi's e-tron luxury SUV vehicles will be available as the official ‘house car’ at 1 Hotels locations in New York, Los Angeles and Miami. Building on the hotel group’s existing offer of providing curated local excursions for its customers, the partnership enables hotel guests to experience driving an e-tron vehicle for themselves, giving guests ‘the chance to learn about the benefits of electric vehicles and experience the thrill of driving one of Audi’s fully electric models’, explains Tara Rush, chief marketing officer at Audi.

Through this initiative, the automotive brand will be able to reach a new customer base beyond traditional showroom environments. With the pandemic hitting automotive retail, shifting the car-shopping process online and driving 'no-touch' test drives, Audi's partnership creates an important new touchpoint for car buyers.

Over the past year, car brands have been forced to rethink ways to connect with customers, experimenting with Augmented Automotive Retail innovations.

Stat: Indians look to brands for single-use plastic innovation

The Pebble by Otherware with Pentatonic and Pharrel Williams The Pebble by Otherware with Pentatonic and Pharrel Williams

Despite widespread consumer concerns, a new report by Mintel reveals a significant lack of information about reducing plastic waste in India.

The research shows that while 72% of consumers in India are aware of and concerned about the issue of single-use plastic, 79% believe there is very little information available on how to reduce their consumption of plastic waste. Rather than education at an individual level, Indian consumers are looking to brands to make a change – 39% of respondents expect brands to reduce the amount of plastics they use in packaging.

‘It's important to inform and involve consumers in the sustaina­bility journey,’ says Rushikesh Aravkar, associate director of food and drink South Asia-Pacific at Mintel. ‘Brands can educate consumers on the reality of the situation and underscore the fact that plastics are inherently beneficial, and the issue lies with waste management.’

More than ever, responsibilities are being put on businesses to lower their environmental impact to help alleviate consumers' climate anxieties. Read our Re-usable Packaging report to find out how brands are doing this.

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