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Despre consumatorii Grolsch
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STRATEGIS
• He is the authentic expresser of experimentalism, innovation and
creativity. His life is a stage where he performs with great talent,
impressing the others with his ideas.
• He has a genuine unconventionality - he is not trying to seduce the
public by making something out of ordinary, he IS different.
• He is generally very active and dynamic, having a very busy life, with
a lot of personal projects becoming social projects. He claims he is
not working, but projecting and living through his ideas, as he is
enjoying every moment of his life with all its activities.
• They are the trend setters, the locomotive of many subcultures
since their attitude and behavior are inspiring people. They have an
effervescent creativity and thus they get involved in many projects
at the same time, very spontaneous and nurturing their constant
need to move forward, experiment and cross personal and social
limits.
Authentic experimentalist
STRATEGIS
• Irrespective of the ideas they use to start up a personal project, they all have a social
development purpose. They care about the society and the context they are living in and
their personal goal is that of changing people’s way of thinking: many of their projects
are in this area.
• He is oriented towards eco, natural and reinventing old for the sake of preserving
valuable treasures of the culture.
• He is not that outgoing as expected, yet he could be the organizer of some important
urban events.
• When he goes out, he prefers locations that are unconventional, having a selected/
premium public – those not popular yet. When there is no such thing, he invents one.
• In terms of alcoholic drinks, he prefers those refined and sophisticated ones such as
wine, unfiltered beer etc. Otherwise he is a plain water and tea consumer, yet choosing
original brands and combinations.
• Sometimes he is choosing unexpected/ less suitable options for a certain context, as to
experience the unconventional. For instance, beer within Opera location could be the
unusual choice, yet he won't repeat it as he wants to keep originality.
‘s lifestyle Authentic experimentalist
STRATEGIS
• This is the authentic hipster, fighting against the system and
norms, thus being always other than mainstream, different and
original in his choices and actions.
• Beyond their challenging and controversial attitude, there is the
need for being unique and distinctive, together with a sort of
rebellion – they try to differentiate and in the same time not
accepting their belonging to a certain group (they will not admit
they are hipsters, since this is totally against their need for
uniqueness)
• Their unconventional character does not come by default, out of
their personality and inner structure - it is attentively build and
upgraded constantly as to impress by originality.
• They value the individuality and non-conformism. They are
building a sort of exquisite personality and try to be as different
as possible.
• They look daring and free in expressing their emotions and
beliefs, yet they are somehow unsecured, being dissimulative with
this unconventional acting, always choosing different than the
crowd.
True hipster
STRATEGIS
• They will reject a trend adopted by themselves before if it becomes very popular
and too close to the mainstream level.
• They are attentive towards dressing style and fashion; there are some key elements
belonging to this subculture that are still in the trend for them (using the bicycle,
drinking simple water, wearing smart message t-shirts, handmade accessories etc),
yet at the same time some of them became too banal (the Arabic scarf, bragging
about photographic talent etc). Usually those features borrowed by other
subcultures or the mass become out of fashion and hipsters adopt another trend;
the border line is very subtle.
• They go out in certain places, appreciated by people in their entourage, yet when it
becomes too popular for outsiders, they move to another area or reactivate old
places.
• Their hobbies have to express the idea of uniqueness and creativity.
• Not to mention the choices they make in various products – unconventional, original
and less known brands (selective distribution is a must).
• In terms of alcohol, they will choose wine and beer, sometimes the long drinks
becoming more suitable.
ShortsUp’s public Lifestyle True
hipster
STRATEGIS
• This is the young student early adopting the current of hipster.
• They are the old house music fans or “emo”, or punks that are now embracing
another way of thinking and dealing with life, still in search for a cool self
expression.
• Apparently their need is to be original, different than the others, yet they really
feel the need of integration, yet being part of a cool group, identifying themselves
with the originality and exquisite taste.
• These early adopters of the HIP trend are attentively studying the true hipsters
and adopt the attitudes they are promoting, without too much personal touch
• They are highly predictable and many of them are so easy to recognize since they
are very obvious and somehow noisy in their behavior.
Hipster wannabe
STRATEGIS
• They follow the trend in every detail, without being filtered by their personality.
They are copies of the true hipsters, yet without the solid base. They sometimes
brag themselves about being hipster, which is totally opposite of the authentic
attitude. They are simply followers.
• They are thinking in terms of “hip” or “not hip”, they tend to choose what a true
hipster would choose when it comes to certain brands.
• They will go to all events and locations that are on the hot list; they were visiting the
ShortsUp event because it is cool to be seen at such event; they claim they know
people there even though they only interact between them (they come in pairs).
• In terms of alcoholic drinks, they could choose beer or long drinks, and the
difference is given by the selective brands they choose – original, outstanding ones.
Hipster wannabe
STRATEGIS
• These are the people open towards the unconventional and exquisite features of such
events, yet without displaying the differentiating behavior.
• These are rather conformist people, with decent jobs or still students. They somehow
admire the courage in expressing their personality in case of the true hipsters or
even that of the wannabes, since they would like to have this inner strength to react
like that in certain situations.
• They are not going to all events or parties, being more selective since they look for
good quality time, not necessarily to experiment and keep up with the trend.
• In terms of alcoholic drinks, they will prefer rather accessible categories such as
beer, long drinks and cocktails, choosing upper mainstream and premium brands, yet
not necessarily the most exquisite ones.
Mix of dreams
STRATEGIS
Grolsch image – features conveyed by the collage technique
Experimental
Daring
Technology
Colorful
Active and dynamic
Present
Old and new
Urban
Innovation
Nonconformist
Electronic
Futuritic
Foto
Music
Revolution
Change
Restless, movement
Challenge
Angel and demon
Pop-art
Supportive
Unusual
Contrast
Unique
Creative
STRATEGIS
Grolsch image Collage
Experimental = having new approaches over things, updating himself
Daring = self confident in expressing his personality, his original choices
Technology = latest technology, gadgets and touch screens
Colorful = variety, combination of colors inspiring vitality
Active and dynamic = always on a project, on the move
Present = actual, alive, there for you; has also a connotation of supportive of
important projects
Old and new = combination of old and new, re-inventing old, making the old
fashionable again
Urban = present in urban projects, parties and in line with the trends
Innovation = re-inventing concepts, new and daring ideas even in a dull/ banal
environment
Nonconformist = never mainstream, not so popular among masses
Electronic = also linked to technology, referring also to music
Futuristic = projective, future thinking, innovative
STRATEGIS
Grolsch image Collage
Foto = from personal hobby to art
Music = related to indie music, unconventional bands, not so popular genre
Revolution = linked to the concept on unconventional, experimental, and referring to the
attitude of changing the trend, the way of thinking and perceiving
Change = the idea of evolving, innovating, updating, trend setting
Restless, movement = concern about developing, forward thinking
Challenge = linked to experimental, creativity and challenges of the present with a new trend
Angel and demon = the idea of contrasts, but also the idea that sometimes can be different
in extreme (either you like or love it)
Pop-art = an unconventional way of expression, linked to vintage
Supportive = referring especially to the brand’s program of gathering young urban artists in
“Bucharest by hand” (supporting the creative reinterpretation of the city)
Unusual = different in an unexpected way
Contrast = the combination of two different views/ approaches, yet in a very creative and
coherent way
Unique = distinctive, also linked to the idea of experimental (no situation can be repeated)
Creative = artistic expression, innovation and upgrading of self