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