THE QUESTION
What are the opportunities within premium cola mixing in the US and UK?
Which innovation concept is best placed to beat the market leader?
WHERE
London, UK
New York City, USA
OUR APPROACH
Understanding the potential for a new cola specifically created for mixing.
To unearth perceptions of the cola category from fans of premium spirits, we honed in on cities where premium dark spirits were trending. We built panels comprising consumer friendship pairs and premium bartenders. Everyone frequented or worked in bars where dark spirits were regularly mixed with cola.
Filmed qualitative interviews explored the challenges, opportunities and appetite for a specifically developed mixing Fever-Tree cola. Two concepts were explored with the panels: ageing and distilling. From pack design and key messages, to taste expectations and credibility, panelists assessed all facets of the cola concepts.
OUR IMPACTS
One clear winner stood out
Our consultancy provided additional, actionable recommendations on optimal positioning, final pack copy, advocacy strategy and a drinks strategy. The result is Fever-Tree Distillers Cola, now successfully launched around the world.
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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