30 November 2016
By Tetra Pak Editorial Team
Social media provides a direct line between consumers and brands. People love sharing recipe ideas with food companies on Instagram and tagging clothing brands in Facebook selfies showcasing their favorite articles of clothing.
 
These examples illustrate people’s desire for experiences, not “things,” and show why authentic, compelling stories  are more effective than simply telling consumers what to buy. This new advertising reality means big changes across many industries, including juice makers.

A recent Tetra Pak Index focused on 100% juice found four key consumer trends that could help build stronger relationships between juice brands and consumers. We observed these trends in practice across brands’ social channels:

1.Make human connections
Innocent, a London-based juice brand, has a charming social personality that helps people think of it as a gregarious friend. According to its website, Innocent “tries to respond to everyone who needs a response” on social media, and frequently posts non-juice related items that fit the general mood of consumers. On Nov. 9, when much of the media was consumed with the U.S. election results, Innocent instead posted pictures and videos of animals.

Brand takeaway: Establish a brand voice so consumers think of you as a person, not a company.

2.Deliver exciting experiences
Vita Coco extends coconut water’s tropical roots across its visuals, often showing beaches and palm trees to create an experience that transports its social followers. Apple & Eve sources social content from its audiences by asking them to hashtag #juiceboxjourney on their adventures, expanding the Apple & Eve experience beyond the lunch box or car ride to soccer practice. Both brands use their social channels to encourage people to imagine themselves elsewhere and think of the brand when they are in a particularly Instagram-worthy location.

Brand takeaway: Make enticing visuals or fun campaigns part of your brand experience to stimulate people’s imaginations.

3.Speak with honesty and integrity
According to Nielsen, consumers want transparency in ingredient sourcing, which led to the clean label trend. Apple & Eve has a deft touch with sharing nutritional facts about its wholesome ingredients that does not feel out of place amongst its other posts about kid-friendly arts and crafts projects.

Brand takeaway: Share the information on your label by presenting it in an engaging and accessible manner.
 
4.Talk about your environmental story
Storytelling is a compelling way for companies to tout their sustainability credentials to increasingly eco-sensitive consumers. Innocent’s Facebook video of strawberry farmers in Spain, plus the case study on its website, are excellent brand pieces for answering consumers’ questions and showing that they care as much about their amazing strawberries as the water it takes to grow them.

Brand takeaway: Satisfy consumers’ desire for sustainability credentials through storytelling.
These were just a few examples that stood out to us on how juice companies are connecting with their audiences and subtly reinforcing their relevance in consumers’ lives. How are you engaging with people on social media? We’d love to hear what you are doing in the comments below.
 
If you missed them, check out parts one and two of our blog series covering key findings from our latest Tetra Pak Index.

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