THE QUESTION
How do we validate the business model and global rollout of our biggest innovation investment in our history?
What’s the strategy for long-term commercial gains?
WHERE
Lagos, Nigeria
Nairobi, Kenya
Johannesburg, South Africa
Sydney, Australia
Panama City, Panama
OUR APPROACH
Live testing a major innovation in over fifteen time zones.
Multiple pilots for Diageo draught cocktail system went live concurrently over three continents and five cities – Lagos, Nairobi, Sydney, Johannesburg and Panama City. We selected geographies that could uncover the richest street-level insights and best inform future rollout strategy.
Barfly’s local teams spearheaded a suite of insight approaches during the eight-week trials. These spanned weekly sales analysis, in-bar consumer quantitative surveys, qualitative trade interviews, filmed consumer intercepts, mystery compliance check, alongside other methodologies. Barfly Anchors in each city were in constant dialogue with the bar managers throughout, listening to how the system was performing and how to improve rate of sale.
OUR IMPACTS
The holistic end-of-trial debrief synthesised all insight streams into one clear, actionable piece of consultancy.
Findings were underpinned with edited highlights of the filmed qualitative trade and consumer interviews. Key topics spanned volume/value projections, source of volume, target consumer, purchase intent, pricing strategy, advocacy strategy, activation planning and drinks strategies.
WE ONLY WORK WITH BRANDS WHO ARE SERIOUS ABOUT SHAPING DRINKS CULTURE
If you’re interested in candid conversations that challenge your brief so you’re creating something culturally significant, we’d love to talk.
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