Case Study
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Fighting for the Limelight: Distinguishing and Growing Seagram's Brand Among Competitors
The
Opportunity
As a sugar-sweetened soft drink (SSD) company, Seagram's competes among drink giants. Whether it be Coca-Cola or Canada Dry, the beverage market is oversaturated with multi-billion dollar organizations.
As a result, it has been difficult for Seagram's to distinguish itself to consumers. Although it had a basic grasp of its existing customers, it was missing a clear brand and campaign strategy. The company came to us to help bring the brand into the limelight of the highly contested industry.
We needed to uncover the most effective strategy for making Seagram's a more relevant ginger ale option by upgrading its brand image.
The
Solution
To differentiate Seagram's from competitors, we executed a multi-pronged research, insights, and strategy plan. We started by developing Talkwalker Boolean to form a deep analysis of the ginger ale landscape in the beverage industry.
Based on our research findings, we produced questions for a focus group consisting of the typical soft drink consumer. We surveyed seven people in our focus group to gain a better understanding of what influences the beverage buying habits of everyday consumers.
The
Impact
To gather intel about the drink market, we sent our team on a mission to the front lines - virtually and physically. Our initial stage of our research included analyzing competitors' social media pages and advertisements.
However, the investigation extended beyond digital spaces to achieve a more comprehensive analysis. We visited multiple grocery stores across the country to take photos of Seagram's shelving placement next to competitors. Once we finished gathering intelligence, we were ready to implement our findings.
Through our research, we discovered a Catch-22 with the market: Seagram's wasn't being noticed at the store but needed more bottling to garner attention. To solve the issue, we helped Seagram's prepare a pitch to bottlers. The goal of the presentation was to convince manufacturers to buy into Seagram's future market growth.