Defending Market Position

Challenge

Exploring possible sweet spots in communication for a leading alcohol brand to build a distinct brand purpose that connects with premium vodka drinkers.

A heritage vodka brand was losing its leadership position after recent communications had lost impact and resulted in dwindling market share. The marketing team felt the brand lacked a clear purpose so we helped them understand the levers of success to help them craft a clear brand purpose that would connect them with premium vodka drinkers in a new and meaningful way.

Approach

We conducted 5-day virtual diaries with vodka drinkers to learn about their lifestyles, motivations, passions, and most importantly, their relationship with vodka. Following this, we looked to gain more depth and nuance by immersing ourselves in the target’s lifestyle and drinking occasions by staying in or going out with them (literally)… through ‘Nights-in/Nights-out Spill Sessions’. Through this research, we compiled key insights and recommendations into a strategic narrative to arm our client with a deep understanding of the brand, the category, and opportunities for the future.

Impact

Our client gained a richer understanding of what’s important to premium vodka drinkers, while also identifying a clear path forward in optimizing their label to create sharp communication strategies that connect with a first-class audience.