Inspiring Loyalty Amongst Economy Drinkers

Our client had been on a path to understanding their Economy Segment better and already knew a great deal about their older segment who remained loyal to the brand. However, now they were is interested in deepening their understanding of younger economy drinker who were entering the category through easy drink choices at low prices. The Sound were commissioned to deliver insights and recommendations to illuminate the category entry opportunity and build loyalty with these drinkers right from the start.

We began by mining existing reports and facilitating an hypothesis session with the team client, to not only establish team alignment and inform guide development, but also ensure what we were delivering was new information. We then conducted a online pre-task, through our proprietary app, to observe the parameters driving choice for economy drinkers and how the brand fits into their lives (or not). This was then followed by a series of friendship triads, further exploring their drink preferences, relationship with economy beer (as well as TAB) and their perceptions of brands. When you bring together friends… the bullsh*t factor drops and we can get real!

With the amazing insights we captured from these young drinkers, we helped our client understand who they are, their key drinking habits for beer and spirits, and the brand equities and perceptions lying within the economy brand landscape. This left the team with a clear strategy on how to optimize their plans to truly connect with this group.

Presented by The Sound