Innovating for Super Premium growth

Presented by The Sound

Challenge

Our client was eager to elevate their current luxury positioning through exciting new products and then expanding out into a long-term retail strategy. However, since acquiring the brand, they hadn't yet ventured into innovation, so they called on us to help them chart a sparkling path forward!

Proprietary solution

We began our quest by speaking to experts to understand what luxury truly means. From there, our trusty 4C's framework helped us map the landscape and identify white space opportunities, as we delved into existing knowledge, desk research and trends scanning. These opportunities blossomed into 5 Dig Sites ripe with innovation potential. We then hosted an energetic workshop, immersing a large, cross-functional team in the Dig Sites and facilitating ideation, fuelled by sensory stimuli (which produced 300+ ideas!). Afterwards, we distilled the favourite ideas and crafted winning concepts ready for testing.

Result

Our clients walked away with 7 exciting new concepts, ready to fuel the next 10 years of brand growth! But that's not all – they also gained a deeper understanding of what it means to be an authentic, luxury icon, and a clearer view of the ever-evolving super premium alcohol landscape. They're now well-equipped to shake things up and make a (luxurious) splash in the market!

About this project

Business issue:

Develop, revitalise market Brand / product / service repositioning

Market research specialties

Secondary Research / Desk Research Concept Development Concept Optimization Consumer Research - General Strategic Research