Tapping Into The Evolving Tastes Of Older Adults
Vivaldi’s approach involved conducting extensive global qualitative and quantitative research to understand the evolving values and preferences of older adults. This research helped define new adult segments and value systems, providing critical insights into the target audience’s changing needs. Additionally, trends research was conducted to gain an understanding of shifting expectations and personal priorities in the post-Covid era. Building on these insights, Vivaldi and The Coca-Cola Company developed several brand territories, eventually aligning on a new positioning strategy that celebrated a value system focused on balance, imperfection, and self-care. The new brand positioning allowed Schweppes to transition from its outdated expression and embrace a compelling identity that resonated with its audience’s new priorities, ensuring the brand’s relevance and resonance in the ever-changing marketplace.