The Challenge: Slowing growth in the premium vodka category due to momentum in brown spirits and lofty advertising budgets from other vodka players.
The Solution: Research to get to the heart of a vodka brand and a two-day workshop with the brand team to scope out the true purpose.
The research included online ethnography and F2F drink-alongs with vodka drinkers in London, Paris and Sydney. Supplemented with stakeholder interviews.
The workshop showed the brand team what the premium vodka enthusiast looks like today and helped the team explore the nexus between the consumer, the category and the brand.
The agency & my role: The Sound, working as a Director.