Barfly was asked by Diageo to undertake an in-depth brand audit for both Captain Morgan Cannon Blast and Loco Nut line extensions, prior to launch, and to provide clear actionable recommendations back to the business on brand potential, source of volume and activation strategies.
Barfly recruited four bars from our Tampa and Chicago network and ran waves of filmed, in-bar, qualitative intercepts with target consumers to capture spontaneous reactions to the pack, liquid and project future usage. This was then cross-referenced against in-depth qualitative interviews with senior bartenders from those same bars, further interrogating all aspects of the brand proposition.
Based on Barfly’s recommendation, Diageo amended the Cannon Blast commercial strategy, and redirected the core proposition, usage and source of volume targets for Loco Nut. Both are now integral volume drivers to the trademark’s portfolio within the US.