Insights sobre el consumo de bebidas alcohólicas en jóvenes de la Universidad de Cuenca: Relación de la publicidad digital en marcas de bebidas alcohólicas con los insights

Abstract

Insights create a sense of familiarity within the target audience, fostering personal connections between the brand and consumers. The rise of social networks has significantly expanded the reach of digital advertising, particularly in the marketing of alcoholic beverages. By examining alcohol consumption among college students—a demographic known for high consumption rates—we can explore how alcohol brands leverage insights from young consumers in their digital marketing strategies. The aim of this study is to investigate the digital advertising efforts of alcoholic beverage brands and their alignment with the insights gathered from young college students who engage with these products. To begin, insights were collected through three focus groups consisting of students from the University of Cuenca, aged between 20 and 23, who consume alcohol at least three times a month. These groups included one solely for women, one for men, and one mixed group, each containing six participants. Following the insights collection, two advertising campaigns from the brands Pilsener and Switch were analyzed. A comparative analysis was also conducted between these ads and the insights gathered from the focus groups. The findings reveal both a deep insight and an under insight: the deep insight relates to the pursuit of emotional security, while the under insight highlights a desire for affiliation. Furthermore, it is evident that alcoholic beverage brands effectively utilize these under insights in their campaigns by presenting their products in contexts where the primary goal of consumers is to enjoy fulfilling experiences with their social circles.