sts, hot chocolates, and pies. Brands are becoming very clever and adapting marketing to differentiate and sustain year round. While some brands will be made almost obsolete over the next few months, others can engage with consumers throughout the year on recycled campaigns. Beer is one product that only needs to change its marketing to gain attention – it is widely available and many of its campaigns are purposely not directed at seasonal emotions. The next change of seasons is autumn, which for Australia means that brands are going to start making the transition into ‘cooler marketing’. While some of our summer favourites aren’t out the door yet, they will start to be phased out in favour of campaigns focusing on more ‘winter food’. As the weather starts to cool down, supermarkets and grocers can expect shoppers to spend less time instore, with the cold weather forcing people indoors. Retailers will have an even smaller shopping window to connect with consumers while they are more drawn to staying indoors. At the beginning of the season change, you’ll see brands change their approach to marketing. There will be an abundance of warm colours in packaging and advertisements and many will hand out recipe cards instore to remind us what time of the year it is. Even when you may not be able to physically feel the change in weather, mentally we are already halfway! Kirsty Dollisson is the GM of TorchMedia; a shopper specialist that holds the exclusive rights to Woolworths’ instore media. Contact her on kirsty.dollisson@torchmedia.com.au or (02) 8404 3900.