HOW “GOOD TIMES” ARE CHANGING AND WHERE BEER FITS INTO THE NEW FUN
The Challenge
The modern landscape of leisure and fun has been shifting over the past few decades, with entirely new categories of “good times” emerging. A major beer company wanted to understand how Millennial culture is changing the nature of leisure and what that means for beer. How can beer better align to the new ways fun happens?
The Approach
WG led a multi-phased learning approach to understand the past, present, and future of good times in America. Through tapping into sociologists, modern fun shapers, and Millennial consumers, we developed a rich understanding of the modern fun landscape. By understanding the cultural context of leisure and the needs fun is fulfilling for people today, we developed a new framework for how modern brands play in good times.
The Opportunity
Our framework outlining the way that beer can become part of people’s good times has become a rallying cry for modernizing the company’s purpose and its innovation pipeline, leading to investment in brand new spaces and exciting innovative platforms.
