Tag Archives: beverages

Sharing Happy Hour with Pets

Americans increasingly treat pets as more than just an animal or belonging – we treat our pets as important members of the family. Pet owners now look for healthier choices and lifestyles for pet care, fundamentally shifting consumer behavior and spending. The pet care industry represents more than $20 billion in the U.S., and, according to Nielsen Research, 95% of pet owners consider their pets to be part of the family. This attitude carries over into shopping for food, treats, toys, and specialty items.

Therefore, it was just a matter of time for companies to develop new product so that humans could share celebrations and happy hour beverages with their pets. The newest category of product is faux wines for cats (and dogs, too)! With clever names and packaging, the category is expanding. People can buy their kitties bottles of “Catbernet,” “Pinot Meow,” and “Meowgarita” from Denver-based Apollo Peak. Or, buy “Dog Perignon” and “Dogtini” from Pet Winery in Fort Myers, Fla.

Of course, since alcohol can harm animals, these wines are actually alcohol-free. Using organic ingredients and catnip, the beverages are aimed at people who want to enjoy celebrations with their pets. But, as most cat owners know, cats can be quite finicky. In taste tests, some cats loved the products, while other cats simply showed their disdain.

Happy hour, meow?

Group Activities and Discussion Questions:

  1. Poll students: How many have pets? How much do they spend on their pets?
  2. Show the Web site for Apollo Peak: http://www.apollopeak.com/
  3. Also show Pet Winery: https://www.petwinery.com/
  4. Videos can be viewed at:

https://youtu.be/g1b4V_DJ-oo

  1. The Chew: https://youtu.be/4DiO8MZTmnU
  2. Divide students into teams.
  3. Using a market-product grid, have students develop target markets for pet owners. Then, put categories of products across the top (Ex: food, toys, treats, wine…)
  4. Which target markets represent the best opportunity for pet wines?
  5. How should the products be marketed?

Source:  New York Times, Nielsen Research

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Please, Blow into the Bag

tostios

In a unique package that can analyze breath, Tostitos is collaborating with Uber, Mothers Against Drunk Driving (MADD), and Tennessee Titans’ pro football player Delanie Walker. An estimated 70% of accidents on Super Bowl game day are alcohol-related. The social responsibility campaign is aimed at Super Bowl watchers to help them get home safely using a “party safe” Tostitos bag. (Walker’s aunt and uncle were killed in a drunk driving accident when he was playing in the 2013 Super Bowl for the 49ers.)

How does it work? When someone breathes into the bag, it can detect alcohol on their breath and then summon an Uber ride to get the customer home safely. If you’re ok to drive, the bag lights up green. But if you shouldn’t be driving, the bag flashes a red steering wheel with the message “Don’t drink & drive.” The party safe bag also offers a $10 discount on the ride home.

While the package isn’t commercially available for public purchase yet, it should be. As Walker stated in the video, “have a game plan for the big game.”

Group Activities and Discussion Questions:

  1. Discuss how companies can help promote safety and social responsibilities. What are some of the campaigns that students have seen?
  2. Pose a question to students: Do they have knowledge of someone (perhaps themselves) who should not have been driving at some time? What are the responsibilities of friends, bars, restaurants, and companies to provide safety?
  3. Show the Tostitos site and video: https://www.thatshowweparty.com/#intro
  4. What do students think about this?
  5. Divide students into teams. Have each team brainstorm about other products and brands that could build social responsibility campaigns such as this one.

Source: Brandchannel.com, USA Today    

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Drink Up!

water

Do you drink enough water during the day? Sure, you might intend to drink up regularly, but intentions don’t always match actions. The problem came to a head for an entrepreneur in Minnesota when she continued to experience headaches. The problem, not drinking enough water. And, as often is the case, a problem sends consumers in search of new solutions. Thus, the Hidrate Spark “smart” water bottle was developed.

This is no ordinary water bottle. It features an innovative design and technology that tracks how much water is consumed, lights up when it’s time for more water, and also connects to smartphones and wearable devices such as FitBit. The Bluetooth-connected app records the customer’s height, weight, and activity level. Using location, the app adjusts water goals based on temperature, humidity, and elevation.

The BPA free water bottle holds 24 fluid ounces, has a battery life of one year, and even includes a “don’t leave me behind” tracking – just in case you forgot it behind.

So, go ahead and drink up!

Group Activities and Discussion Questions:

  1. Look around the classroom at the various types of water bottles carried by students. Poll students about how many water bottles they have, and if they believe that they drink enough water.
  2. Show the Kickstarter campaign and videos: https://www.kickstarter.com/projects/582920317/hidrateme-smart-water-bottle?ref=nav_search
  3. Show the Hidrate Spark Web site: http://hidratespark.com/
  4. Since water bottles are ubiquitous, this product can be used to illustrate the importance of product differentiation.
  5. Discuss environmental scan factors: social trends, economic trends, technology, competition, regulations.
  6. Divide students into teams and have each team complete an environmental scan for this product.

Source: Minneapolis Star Tribune  

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