Wilkinson Tansan Tagsober sparkling water for night jobs marketing
This provides an extensive analysis of the marketing strategy behind Wilkinson's new "night-only sparkling water," Wilkinson Tansan Tagsober, using the Jobs to Be Done (JTBD) Theory.
This theory posits that customers "hire" products (referred to as "workers") to accomplish a specific "job," or progress they wish to achieve in a particular situation. The analysis explains how Asahi Beer identified the unmet need of non-drinkers aged 20–30 who desire a sophisticated nighttime ritual or "adult-like" feeling without alcohol, aiming for a potential market of 50 million people. By focusing on the…
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