Ideas
Explore the world's #1 largest database of ideas and innovations, with over 500,000 inspiring examples.
Trend Reports
Discover why 900 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join 290,083 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Consumer Insights
Uncover major shifts and emerging opportunities with our exclusive PRO research.
Trend Reports
Discover why 900 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join over 250,000 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Dashboard
Get special access to premium content, topic tracking and customizable tools through our AI-powered Dashboard.
AI + Human Methodology
Learn how Trend Hunter harnesses the power of artificial intelligence.
Assessment
Enhance your innovation potential with a deeper understanding of your unique innovation archetype and how your organization benchmarks.
eLearning (NEW)
Prepare for the year's ahead with 100+ lessons, tactics, tools and frameworks with our full learning database.
Advisory & Services
Accelerate innovation and ignite disruptive thinking with our award-winning programs and research.
Trend Reports
Get fast, customized trend reports, presentations and deep dives 20x faster than traditional research.
Plans
Get started today with a free consultation, our self-serve tools, or a dedicated program.
Jeremy Gutsche
Ignite your event or virtual event with our CEO, a NY Times Bestselling Author and one of the top innovation keynote speakers.
Our Team of Speakers & Virtual Presenters
Inspire your group with our most popular speakers on innovation, trends, change and futurism.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Contact
Get in touch to learn more, ask a question or submit a tip.
About Us
Learn more about Trend Hunter and how we accelerate innovation.
FAQ
Get answers to common questions about Trend Hunter.
Community
Stay on the cutting-edge with the help of the Trend Hunter community.
Team
Meet the team trusted by hundreds of leading businesses worldwide.
Jobs
Find opportunities to accelerate your career with the #1 Trend Firm.
News
Catch up on noteworthy Trend Hunter news and media mentions.
Join
Build a portfolio and put your trend-spotting abilities to the test.
Advertising
Supercharge your marketing by partnering with Trend Hunter.
Portfolio
Visit your public portfolio and browse your past articles.
Add a Trend
Write up an article and showcase your trend-spotting skills.
My Trends
Edit your articles and see how they stack up on the leaderboards.
Settings
Edit your profile, connect your social media accounts, and more.
Add a trend, customize your dashboard, or track topics.
Future Festival
Innovation Events
Join the world's top innovators at our FREE Virtual events.
Free Webinars
During COVID-19, learn to innovate through chaos, navigate the new normal and maintain work culture from home.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Search our database of 391,824 cutting edge ideas.

Connecting Consumers Through Cultural Icons

Matt Shiffman, Dir. of Marketing, VIVA Beverages Inc.
Akihiko Tse
March 6th, 2014
When VIVA Beverages Inc. was founded in 2007, the beverage company first launched with Quick Energy, a functional drink designed to help boost energy levels for heavy exertions of the body. Since then, VIVA has introduced and extended its product lines to the opposite end of the stimulation spectrum with Quick Relaxation and, after being approached by the family of the late Bob Marley, Marley’s Mellow Mood and Marley’s One Drop.

Matt Shiffman, the Director of Marketing and one of three founders of VIVA, says the universality of the Marley name across various cultures, languages and generations unites consumers from across the world -- VIVA's brands are now sold in over 40 international markets -- and the co-branded beverage is just one medium in which his legacy continues to live on.

Three Questions with Matt.

1. How does your team generate new ideas?

It comes down to the creativity that you have within your organization, and the creativity you have with your partners and other advisors that are part of the business. We do a lot of studies, research and [conduct] focus groups to see what works and what doesn’t. It’s all about being the first to market with innovative and fresh ideas, so when you have a novel concept, which is what we had with the Marley [relaxation drinks], we are the relaxation category … It’s just a matter of seeing what works, testing it and seeing what sells.

2. Have there been instances where another industry has influenced innovation at VIVA?

Absolutely. I think given the nature of our brand and the wonderful icon that we get to work with day in and day out with, we’ve been extremely influenced by music and culture. From a charity position, we also have a partner charity called 1love.org, which was set up by the Marley family to do wonderful things around the world. It’s a combination of those types of things that helps us in our direction and helps us to connect with our core consumers. At the end of the day, people who are aware of Bob Marley and understand the usage occasion of our product will try our product. We’re a great tasting product that works and whatever outside influence that we deem appropriate to the brand, we will try and sample from and figure out how to apply it.

3. What is it about the Bob Marley name that works so well when branding a product?

We’ve got a very great, powerful brand. Bob is one of the most recognizable figures or icons of our time and he is also recognized all over the world, so when you leverage Bob’s image and we’re able to use that effect – whether it’s music or family – it’s a tremendous, powerful tool that not many other people have gotten into. When we first started this, everybody looked at us as being this novelty product. We just made a superior product that functioned well and the consumers really took a liking to it, which ultimately made us a sustainable international brand.
References: drinkmarley, linkedin