Before now, it’s easy to think of occasions as special events. Perhaps, anniversaries that happen once in few months – a public holiday or a commemorative date. Or those moments that have us playing dress up. Like dinners, brunch, birthdays, anniversaries and special dates.

In today’s world and in the food and beverage category, occasions have gone from special to simple everyday moments that drive product consumption. Any opportunity that brings people together to eat and drink is an opportunity for any brand in the sector. Whether that be an old school reunion, bridal party, a breakfast occasion, a football moment or at-home visits. These are the moments that give these brands share of stomach and if done right, can get them selling more products.

Demography or psychography do not determine what people eat, occasions do.

As far back as 2012, according to this article , shopping occasions and trip missions to the grocery store meant more for Coca-Cola after research showed that 6 of 10 shopping trips are occasion-based with shoppers looking for solutions. Of course, these are purposeful missions with an end in mind. In today’s covid world, grocery shopping has become a key occasion for FMCGs as they fuel more in-the-house consumption. Today, online grocery shopping is growing. Hello, digital commerce.

While many global brands are intensifying consumption occasions in their marketing, only a few are getting it right. Yet in light of covid, gatherings of people are getting less and less features in advertising. Digital investments are many’s go-to. With less and less investment in traditional advertising, the strategy is more investment in digital technology and communication that drive brand relevance among consumers in moments. So how do brands create consumption strategies that drive online interactions into offline actions?

Many are learning by testing. Others are repurposing old strategies for new times. There is rising marketing investments in celebrity partnerships and social media influencers. e-Commerce is rising and driving share of pockets online, largely driven by community engagement and social media advertising. Sensory marketing is also on the come-back with brands playing up attractiveness to the senses to drive action. Cue in Mastercard.

With marketers effectively linking brands to appropriate consumption moment(s), growth is almost certain. While identifying occasions are one thing, finding the right parterships to drive those are another. Basically, brands need to find new, relatable ways to position to consumers, backed by research. Depending on the consumption moments that grow a brand, effective planning is key.

Anyone can strategize, not many can effectively and flawlessly execute.

Today, online is driving the path to purchase. From branded social conversations to e-commerce strategies to better online media distribution, effective consumption strategies will continue to be chief among drivers of digital conversations into real life actions. The better and flawless the digital executions, the more investments the online ecosystem will continue to see from brands.