The Challenge
Understand the attitudes and behaviors of young people around the world to inform relevant and refreshed creative campaigns for an iconic whiskey brand.
Over the past few years, this whiskey brand has worked to evolve away from its traditionally “masculine” image, toward a younger, more inclusive brand. As part of this initiative, they wanted to better understand their creative target (bold, independent young people) and how this audience relates to the current brand positioning and creative strategy. They hoped that the insights from this research could help fuel their new creative strategy. Which, spoiler alert… it did.