From the consumer exploration to the positioning validation
Schweppes is brand everyone knows and which has always managed to keep its singularity and premium character, as well as its very particular place in consumers’ hearts.
The challenge of this project: help Schweppes to redefine and refine its positioning on the European market and probe its strategic target, so as to strengthen its position and set up a winning strategy among today’s adults.
"All my thanks to the Brain Value team for its energy, professionalism and unfailing support throughout this project of a great strategic importance for the Schweppes brand in Europe. The Brain Value teams put into action a full, complex methodology on 5 markets and delivered the right insights and strategic inputs to help us clearly redefine the brand’s strategic target and more precisely set its strategic positioning. A collaboration that was intense, enjoyable and fruitful!!!”
A hybrid approach was used by Brain Value, combining study device and strategic planning
We started out by meeting 12 experts from different horizons, on 5 markets (bartenders, journalists, trend setters, chefs, sociologists …) and carried out a brand audit as a complement so as to set our reflections and insights within common, macro trends, and to refine our target
We then combined and alternated focus groups, digital platforms, ethnographic interviews (at home and on the site of consumption – lasting 4h) and client workshops so as to construct a solid, relevant and distinct positioning, while at the same time defining Schweppes’s strategic target.
Finally, we helped the local teams to activate the positioning and target, via local workshops.
A common, validated positioning, conveyed throughout the entire Schweppes organisation via visual, easily appropriable material (videos and booklets).
A project used as an example at the forum of European SBFE leaders in May 2016 on the topic Getting to Know our Consumers.