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Getting Positive About Cider

How we helped a brand redefine its strategy in a challenging market

BACKGROUND

After growth and success over a five year period, the cider category and our client's brand specifically were both seeing decline. In an overseas market, our client had developed a new brand platform to support an updated brand positioning, which explored the role of optimism. They also had a creative idea, with executions in a variety of formats. They were looking to transfer these executions to the Australian market. While they had confidence in the positioning and platform, the client was unsure as to how the executions would transfer to the Australian market.

 

OBJECTIVE

Test the campaign platform and creative executions that currently exist and explore how these resonate with consumers.

 

OUTCOME

A two-stage project was undertaken which combined both online and traditional research methods. Firstly, through an online community, we explored the platform to understand more about optimism, its role and importance, specifically exploring the cultural nuances within the Australian market. Focus Groups then validated these results and qualified the optimal way forward.

OUR WORK

GETTING POSITIVE ABOUT CIDER
GETTING POSITIVE ABOUT CIDER

How we helped a brand redefine its strategy in a slowing market

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A HEALTHY FUTURE FOR DIPS
A HEALTHY FUTURE FOR DIPS

Exploring what's next to come in the category

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CONNECTING WITH YOUTH ON CAR INSURANCE
CONNECTING WITH YOUTH ON CAR INSURANCE

Researching potential markets and guide clients through acquisition to activation

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