The consumer matrix: How to save the humans – Placing humans at the heart of everything we do

Spirits company Bacardi recruited a panel based on social media activity to discover how its brands could enhance 'moments that matter' among drinkers in the US.

Abstract

Every day, eight billion people around the world have dozens of "Moments that Matter." These transformative snippets are highly personal, uniquely relevant and leave lasting impressions on a person, becoming part of their life story. For one to many. This research unveiled the underlying functional and emotional behaviours and attitudes during moments that matter to our drinkers, and how our portfolio and brands can enhance those moments with exceptional drink experiences.

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