Whiskey Worldwide: Testing Creative Magic

Presented by The Sound

Challenge

For this research, a global whiskey brand came to us to evaluate their current creative platforms across a range of global markets. They were looking to identify the most effective creative approach, with nuanced insights into metrics such as relevance, uniqueness, tonality, and emotional impact. This research would need to confirm the strategic idea's relevance and help this brand understand how each creative concept potentially brings the strategic intent to life.

Proprietary solution

We laced up our boots and set our sights abroad to test the creative platforms globally. We conducted a total of 22 ninety-minute Creative Development Discussion Groups across five countries: the US, UK, Germany, Japan, and Brazil. Each country had groups of both brand loyalists and those who are competitive or have lapsed, with the aim of gathering diverse perspectives.

Through these in-depth discussions, we explored the relevance of the strategic idea and how each creative concept was working at bringing the brand’s unique pillars to life.

Result

This in depth testing and evaluation meant that the brand was able to refine its creative platforms across global markets. Our comprehensive approach helped identify the most effective creative strategies, ensuring they aligned with the brand’s global identity and local market nuances.

About this project

Business issue:

Global, multinational branding Brand / product / service repositioning

Market research specialties

Concept Testing Concept Testing - Advertising Concept Development

Presented by:

The Sound
Data & Analytics
Consulting
Full Service

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