The Objective

The client had forayed into a new beverage space in international markets with success. India was the next destination providing a huge market creation opportunity with its products that were to be completely new offerings for the Indian palette. The client needed the foundational work that would help identify the key anchor points across the product, pack, and positioning idea.

The Strategy Unfolded

Working alongside one of the most famous mixologists in India was a learning opportunity and a deep dive into a new space. Taking these learnings forward, we met with consumers, and using the techniques derived from NLP, we unraveled the organoleptic complexities of the beverage.

The pack, the brand origin, the name, and the ingredient story - all elements together with the sensorial appreciation at the blind tasting and branded level formed the framework of this work. Changing women's participation in this space was closely looked at to arrive at important differentiation to be maintained at the product level.

The Impact

Our work formed the central component of how this new category can be launched in India and ways the brand can craft a niche for itself.