For premium brands with conviction, it’s the product that talks

Details research from MMR on what drives perceptions of premium across FMCG and, using its findings, provides tips for brands to better their communications.

With brands eager to persuade consumers to pay more, MMR Research took on a mission to discover what drives perceptions of premium across FMCG.

  • Is premium the new normal? A visit to any supermarket suggests premium has become ubiquitous – but who does it with conviction?
  • Do consumers share similar criteria – or do different people look for different things to determine added value?
  • What associations unite the most premium brands of all – and how do they achieve this?
  • What role does pack and product play?
  • How can brands use the senses to communicate and deliver heightened experience?

According...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands