Challenge:
In recent times, the gin category has witnessed significant growth as consumers rekindle their interest in the spirit. This resurgence has led to a surge in new gin brands and varieties flooding the market. Additionally, pre-made gin cocktails have emerged as a popular choice, offering an alternative to other ready-to-drink options. Our task, following the acquisition of a gin brand by the client, was to devise strategies to enhance brand awareness and trial, while gaining insights into the role of gin in consumers' drinking preferences. Furthermore, we aimed to differentiate the brand by highlighting its unique flavour profile amidst stiff competition. Lastly, we needed to advise on packaging options that align with the brand's image and resonate with consumers.
Impact:
The research outcomes offered valuable insights and recommendations for the brand and its packaging. Notably, key findings were tailored for markets in the US, Canada, and the UK.
Psychological research provided profound insights into the perception of gin among consumers, delving into the subconscious motivations influencing consumption patterns. Semiotic analysis offered strategic guidance on bottle design, color schemes, label content, and closure types. Ultimately, the research empowered the brand to carve a distinct niche in a crowded market, presenting itself with enhanced packaging that communicates its essence effectively.
Method:
Cognitive Market Research orchestrated a comprehensive qualitative research endeavour to tackle the business challenge at hand. Ten group discussions were conducted across five strategic locations: Chicago, San Francisco, Toronto, Montreal, and London, UK. Leveraging psychoanalytical, we delved beyond surface-level responses to understand the intricate perceptions surrounding gin and the brand. This approach uncovered the underlying structure of consumers' thoughts and beliefs. Semiotic examination further enriched our understanding, revealing the emotional impact of design elements and their cultural significance. By synthesising consumer reactions with broader cultural contexts, we provided actionable guidance to refine the brand concept and packaging design.
