Winning in the west through culture connections
Challenge
A leading ready-to-drink brand on the east coast of the US had a cult-like following in culture, but it needed insights to expand its audience and win in the west.
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Approach
First, we went on Safari to key cities in the west to map the competitive landscape across on-premise and off-premise outlets. We then held consumer immersion dinners in each city to understand their future consumers' values, behaviors, and attitudes.
This 4-week program laid the foundations for successful brand expansion and penetration in their strategic must-win cities.
Output
- Future Consumer Personas
- Custom Insights Report
- Local Marketing Opportunities