Wild Turkey New Product Optimisation | Ruby Cha Cha

Wild Turkey New Product Optimisation

NRL Advertising Campaign Engagement
July 7, 2017

Wild Turkey New Product Optimisation

THE CONTEXT

Identifying the opportunity for a new bourbon in a competitive market and creating the best visual and sensory elements require to drive a successful new player in the market.

THE CHALLENGE

The business was exploring the viability of launching a new branded product to enter the market, that would re-engage younger drinkers with a ready-to-drink bourbon.

THE JOURNEY

Contextual bar research was deployed utilising a “safari” task and dynamic quad discussion technique

Sensory testing was utilised with product shelves, mock-ups & product flavour profiling being used to define the best branding and flavour for a successful launch.

THE RESULTS

The product launched in 2015. The optimised concepts performed very strongly, scoring in the top 25% for Relevance, Appeal & Excitement in it’s category. The results were a successful product launch.

ABOUT THE AUTHOR:
ELLEN BARON

CEO - Expert in consumer psychology, semiotics, ethnography and the Real Housewives of Melbourne.