There are some pains that seem eternal - never end, are nevel fully met, consumers will always feel them or are easily made aware of them. Many of them actually tickle on Human insecurities on social context. Just look at some products around you and you will see them. Just a couple of examples (on male consumers):
- Have you ever noticed Men's Health magazine covers? Just compare a few of them and you will find some recurring subjects. They will always promise you how to have a flat and shapen up belly - that actually goes after (and fuels) men insecurity on their looks, and exactly on the "soft" spot. But you should always spot that every cover also promises you better sex - men will always be concerned with their sex life and ensure they are able to always leave a good impression.
- Then, just look at Gillette's innovation strategy and communication - they always capitalise on men's worry with (again) a shapen up and fit look, that conveys a professional image. Gillette will always promise consumers the same thing - better shaving, better look.
- And the ability to feel socially integrated, to have a good time with friends, to meet new people and feelhave fun - if you think, that's beer brands usual hunting ground.
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