Whiskey Worldwide: Testing Creative Magic

Challenge

Helping a global whiskey explore how its creative platforms would fare across different global markets.

For this research, a global whiskey brand came to us to evaluate their current creative platforms across a range of global markets. They were looking to identify the most effective creative approach, with nuanced insights into metrics such as relevance, uniqueness, tonality, and emotional impact. This research would need to confirm the strategic idea’s relevance and help this brand understand how each creative concept potentially brings the strategic intent to life.

Approach

We laced up our boots and set our sights abroad to test the creative platforms globally. We conducted a total of 22 ninety-minute Creative Development Discussion Groups across five countries: the US, UK, Germany, Japan, and Brazil. Each country had groups of both brand loyalists and those who are competitive or have lapsed, with the aim of gathering diverse perspectives.
Through these in-depth discussions, we explored the relevance of the strategic idea and how each creative concept was working at bringing the brand’s unique pillars to life.

Impact

This in depth testing and evaluation meant that the brand was able to refine its creative platforms across global markets. Our comprehensive approach helped identify the most effective creative strategies, ensuring they aligned with the brand’s global identity and local market nuances.