Magic Moments

Our work

What we learned

• insightGrowth in the clear spirits category is driven by the cultural roles they play in people's lives rather than product innovation alone. Magic Moments x WRM · slide 3 Save slide
• insightVodka's historical identity has been limited to being a neutral mixer or a spirit for chaotic, high-energy party nights. Magic Moments x WRM · slide 4 Save slide
• insightVodka consumption in India is shifting away from nightlife toward casual home gatherings, social gifting, and flavour experimentation. Magic Moments x WRM · slide 5 Save slide
• insightModern Indian drinkers prioritise the social experience over the beverage itself. Magic Moments x WRM · slide 6 Save slide
• insightModern vodka consumers are defined by a blend of global cocktail influences and local social drinking habits. Magic Moments x WRM · slide 7 Save slide
• insightSocial media creators influence consumer choices through five archetypes that serve different needs: education, inspiration, exploration, evaluation, and entertainment. Magic Moments x WRM · slide 8 Save slide
• insightSocial life for modern urban consumers is increasingly spontaneous and self-created rather than event-driven. Magic Moments x WRM · slide 10 Save slide
• implicationBrands can achieve relevance by embedding themselves into specific, consumer-led social moments rather than relying on calendar-based events. Magic Moments x WRM · slide 11 Save slide
• implicationVodka brands must shift from product-led messaging to cultural and experience-led positioning to secure mental market share. Magic Moments x WRM · slide 12 Save slide
• findingMagic Moments' social media presence is fragmented and lacks a clear role in consumers' daily lives. Magic Moments x WRM · slide 16 Save slide
• findingThe brand's social media content suffers from visual sameness, transactional messaging, and an over-reliance on AI imagery. Magic Moments x WRM · slide 17 Save slide
• findingThe brand currently lacks a consistent content strategy, relying on a campaign-led approach with limited recurring content. Magic Moments x WRM · slide 17 Save slide

All 14 →

What we've already told them

• recommendationShift from a product-catalog social strategy to a value-led content ecosystem rooted in a specific cultural space. Magic Moments x WRM · slide 19 Save slide
• recommendationMove beyond functional cocktail recipes to create a visually immersive cocktail universe. Magic Moments x WRM · slide 19 Save slide
• ideaPosition Magic Moments as 'The Moment Catalyst' to own the micro-moments within social experiences. Magic Moments x WRM · slide 23 Save slide
• ideaThe brand's core philosophy should be about reframing the ordinary rather than offering an escape. Magic Moments x WRM · slide 26 Save slide

New ideas in a Magic Moments project are steered away from these automatically.