challenge
A Canadian alcohol manufacturing and distribution company set about to expand a lesser-known spirits brand in the market with established, prestigious brands. In particular, the brand team questioned the feasibility of going head-to-head with the leading brand in Canada.
impact
Through psychoanalytics and choice-based segmentation RESEARCH STRATEGY GROUP revealed, playing up the brand’s heritage—not something the leading brand is associated with—would confer the cachet sought by young professionals, whose category consumption is on the rise. The client now has a solid base from which they can tackle the Canadian market.
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