The Context
To create a brand identity for new brand of whiskey to compete in the bourbon market for younger target
To create a brand identity for new brand of whiskey to compete in the bourbon market for younger target
Strong competitors in this space: Jim Beam; Canadian Club and Corona Need for a brand and packaging design that could cross glass and RTD New product flavour profiling required
Mini groups held in contextual environments Requirement for pre group shopping excursions Product shelves and mocks ups Sensory research and new product flavour profiling
Launched in 2015 Optimised concepts performed strongly Top 25% for Relevance; Appeal; Excitement
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