The Budweiser draught tower required a redesign to raise associations of premium, modernity and quality. Barfly were commissioned to conduct a quantitative study among consumers in the UK, Netherlands and France that investigated reaction to three new designs.
The designs were assessed by consumers via an online questionnaire-based survey; they were considered in an on-premise context alongside competitors for stand out, then in detailed isolation for brand impact and imagery and ultimate likelihood to purchase. Additionally to the quantitative findings, we gathered some post-survey footage of consumers reacting to the towers in their own words on camera to create a short film that helped bring the numbers to life.
The study prompted the recommendation of a clear and consistent winning design route which could be implemented across markets.