Beverage Brand Renovation Research
Business Practice- Brand & Communication
The brand seemed to have lost relevance and therefore, suffered an alienation from core category franchise. This was because of excess focus on flavours, instead of the core beverage intrinsic platform. The need was to reinforce the intrinsic core, to win back lost franchise.
A Concept-cum-Product Test was conducted, to evaluate the new communication and 3 formulations developed to reinforce the brand’s intrinsic core
Focus on understanding the “why” was emphasized by the Client and therefore, we ensured that adequate probes were included that would be coded by the researcher. A central location test was conducted. Product improvement cues, if any, expected as a derived outcome.
The communication needed some more work, to capture consumer attention – the tested Concept failed to provide adequate details on the 3 formulations, in terms of how they were designed to address core needs from the category.
2 of the 3 formulations were ready for launch. The third formulation was deemed ahead of its time in the market that had been exposed to flavoured variants for long. The taste and appearance profiles were stronger than present taste palates. We recommended a delayed launch of this formulation, as consumer attention was brought back to category core intrinsics through the other 2 formulations.