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Case Study #2

THE RTD GROWS UP – FOR THE OVER 25’S

BUSINESS ISSUES

  • Traditional ‘alco pops’ losing relevance – especially with over 25’s
  • Revised RTD taxation laws means opportunities outside of traditional RTDs are sought
  • 2 opportunities were identified:
    1. Bringing a sophistication to the RTD market
    2. Providing the over 25, female audience an In-home opportunity

PROCESS AND TOOLS

  • Significant phase of consumer motivations identification
    1. Identifying gaps in current consumer landscape
  • Innovation opportunity workshops
    1. Crafting concepts aligned with consumer needs and brand DNA
  • Validation, Exploration & Optimization of Concept
    1. In home product testing and ‘real moment’ evaluation

OUTCOMES

  • Results pin point an ‘in-home spontaneity’ opportunity (bringing the bartender into the home)
  • A brand and business success – outperforming anticipated sales targets by approximately 30%
  • Takes the humble RTD into the over 25’s in-home sophistication space