The Brief
Good Creative wished to undertake some branding research into the flavoured water market in order to understand what role brands play and how one of the major brands in the marketplace could be re-designed and developed further. Progressive was commissioned to conduct research with flavoured water purchasers to understand the profile of the consumer, to evaluate the brand and potential product extensions.
Our Research Approach
- 4 discussion groups with purchasers of flavoured water were conducted utilising the current products and new designs as well as tasting the product and potential new flavours
- Groups were conducted in Glasgow and London
- Questions were also put on a UK wide omnibus
The Output
Progressive pulled all the findings together to show that the brand in discussion was very well liked but a number of improvements could be made to allow it to have more impact. The findings contributed to a very fast turnaround brand and design development which was carried out immediately after completion of the research.
Interbev: Hankey Bannister Brand Repositioning
The Brief
Following a strategic review of its blended whisky portfolio, InterBev decided to re-position Hankey Bannister, its company's bestselling blended Scotch whisky brand. Progressive was commissioned to conduct research across three of the company's main markets with their core target audience. The overall objective of the research was to inform the repositioning of Hankey Bannister, Interbev's best selling blended Scotch whisky brand. A new brand identity was therefore required for the brand and its three expressions, Hankey Bannister, Hankey Bannister 12 Years Old and Hankey Bannister 21 Years Old.
Our Research Approach
Six focus groups were carried out internationally across three countries: Scotland, South Africa and the Ukraine. Two groups were conducted in each country.
All respondents were male, blended whisky consumers who were buying regularly (at least twice a year or more) from off trade. Three design routes were developed by Navy Blue and exploratory research was required to assess each design route, in terms of consumer appeal, shelf stand-out and perception versus competitors.
The Output
Progressive pulled all the findings together and conducted analysis across all 3 markets to also determine any differences by country. Recommendations were made on the safest design route to use and how it could be developed further, however recommendations were also made on a bolder design route that if developed in the right way could have a lot of potential.