Diageo-owned Archer’s Schnapps, was launched 15 years ago and was a reasonably successful brand but sales had plateaued. Our task was to re-position the brand for growth.
We used our Adcept Methodology to explore different directions and targets for the brand. What we found challenged one of the core beliefs of the alcohol market: that brands had to have masculine credibility to be successful. Indeed, there is much evidence to support this – there are no really successful alcohol brands totally focused on women.
Through qualitative research of c.100 Adcepts that we created, we found the younger generation of women was significantly different. They had so much more confidence in themselves; they didn’t need or want reassurance from men. In fact, they thought they were more advanced and intelligent than men – a consumer insight epitomised by the quote: “We talk about things men couldn’t even hope to comprehend”.
Their favourite nights were ‘girls nights’, it was these where they had the most laughs and felt the most confident and relaxed. They responded to brand positioning areas that reflected this confidence, especially those creative areas that reflected the spirit of the girl’s night out.
