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