Hacking consumer indifference and same-category clutter

In 2021 consumers have more choice than ever before (Unless you live in Venezuela or Cuba).

In every product category...whether it's beer, wine, snacks, sneakers or laundry detergent. 

That's why consumer indifference is every brand's worst nightmare.

Back in 1996, White Wave, makers of Silk (a milk-free soy beverage) saw things differently. 

Steve Demos, F…