BACKGROUND:
A well-known CPG company sought to extend a market-leading kids’ beverage into the teen market space. The brand sought to understand teen consumers and their reaction to marketing, product, and communications elements as they prepared for launch.’
RESEARCH SOLUTION:
A multi-phased qualitative research program, including concurrent in-home friend-groups and in-facility sessions among high school teens (age 14-15) and moms. Throughout program, research sought to uncover product use and brand landscape among teens, teen/mom shopping dynamics, feedback on packaging size and graphics, and overall communications platforms for both teens and moms.
Teen friend groups uncovered key brand perceptions/barriers, usage occasions, pack and size insights, and opportunities within the competitive landscape. Mom groups informed key purchase drivers and communications platforms when targeting mom (vs. teens).
IMPACT:
Research informed the cross-functional team throughout product and launch planning, impacting brand architecture/packaging development, flavors and naming, overall MAR/COMM strategy and advertising platforms.
Client also partnered on subsequent program to test ad concepts among teens in in-facility.
Categories: brand exploration • innovation
