The Brief
Barr has a large number of drinks and flavours under the 'Barr variety range' banner and they wanted to understand if and if so, how, the different products fit together to make a cohesive brand. The range was promoted via sponsorship of The Hour on STV in which different people were depicted in a variety of situations advocating their favourite Barr flavours. Progressive conducted research to determine consumer perceptions of the range, explore different ideas for new product development and gauge reactions to the existing communications and some proposed new scenarios.
Our Research Approach
- 6 discussion groups with regular purchasers of fizzy drinks were conducted, 2 with young people aged 14-17, 2 with young adults aged 18-22 and 2 with Mums with children aged between 8 and 18.
- Groups were conducted in Glasgow and Edinburgh
The Output
Progressive concluded that there was an emotional connection to certain Barr products, but that more work needed to be done to get people to buy into the whole range rather than stick to their own favourite flavour. We were able to present a suggested brand strategy to the client team and their agency, The Leith Agency which redefined their brand essence.