That’s where the brand works to create a relationship with the customer, added Rocci. “Whether that is the bottle or the flavor profile or the price point or the continued re-engaging content to give them meaning around that brand, I think that’s all helpful,” she said.
In addition to repeat purchases, Pernod wants to encourage buyers to explore the full brand portfolio. “Sometimes our brands can complement one another. For example, Absolut and Kahlua partner together on the espresso martini,” said Rocci.
Dungan and Rocci pointed out the benefits of individual brand leaders working together for the good of the organization.
“If we can ultimately think about growing baskets and collective equity for the organization, making consumers buy more products overall, it benefits that organization meaningfully,” said Dungan.
Leveraging promotions, scaling purchases across multiple products, and driving greater incremental sales over a tight period of time is the kind of “messaging that lands with CFOs as well as CMOs,” Dungan concluded.
