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Ipsos ASI Brand Shout Case Study: UK Spirits Market
 

Ipsos ASI Brand Shout Case Study: UK Spirits Market

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This case study was produced for a client pitch in the UK. ...

This case study was produced for a client pitch in the UK.

We wanted to demonstrate how in-bar communications activity is received in relation to other communications about spirits.

Brand Shout was chosen as the methodology because its “in the moment” approach meant we could understand the influence of different touchpoints on purchase decisions, as they were made.

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    Ipsos ASI Brand Shout Case Study: UK Spirits Market Ipsos ASI Brand Shout Case Study: UK Spirits Market Presentation Transcript

    • Case: UK spirits market 1
    • Background • This case study was produced for a pitch in the UK. • We wanted to demonstrate how in-bar communications activity is received in relation to other communications about spirits. • Brand Shout was chosen as the methodology because its “in the moment” approach meant we could understand the influence of different touchpoints on purchase decisions, as they were made 2
    • Study overview- Recruitment 100 Smartphone owners in 5 days Spirit drinkers aged 18-35 Visiting a bar/ club in 18 major towns and cities across the UK on weekend of 8th Feb 3
    • A number of key brands were measured across this period. All were core competitors of Bacardi. Brands featured Channels measured Online Word of mouth In store Outdoor In a bar/club 4
    • Disaronno (a small brand) had the greatest share of voice during the Brand Shout period, largely driven by their sponsorship of the BAFTA awards that weekend. This highlights how sensitive Brand Shout can be. Share of Touchpoint Experiences Official cocktail of the BAFTAs % 7 Feb 06th 2013 13 14 19 6 7 6 16 Q2. Which brand did you see or hear something about? Base: Brand Shout, all responses (364) 11 5
    • The majority of Bacardi’s media exposure was in bars/clubs and online. Its in-store presence was relatively low. Share of Bacardi media touchpoints Q. Where did you see or hear about this brand? In a bar or club Online In a shop 38% 28% 19% Posters Somewhere else 6% 9% Base: Brand Shout, all who have been exposed to Bacardi touchpoints (47) 6
    • Conversations in bars, with bar tenders or friends was the driving force behind the brand experiences in-bar. Promotional materials stood out less for Bacardi. Type of Bacardi in-bar exposure Q. How did you see or hear about this brand in a bar or club? Promotional material Conversation with a bar tender 23 33 44 Conversation with friend/s Base: Brand Shout, all who have been exposed to Bacardi in a bar/club (18) 7
    • Indeed, this is supported in the verbatim written by respondents when they were in bars. They were largely led by conversations. What is the Bacardi in-bar experience? Q. How would you describe the content of what you saw or heard? What impressions did it give you about the brand? It was described by my friend as a very pleasant white rum goes with any mix. Asked bartender in the club if they have Bacardi, bought this in the club My friend recommended me to try Bacardi. I never tried this earlier. I look the the taste of it. I will try again. Poster...cocktail promotions with Bacardi in a Camden bar. 241 offer on selected rum cocktails
    • When indexed against the competition, the experiences people had with Bacardi suggested it was a social and party drink that set its drinkers apart from “the masses” and has aspirational qualities that “show me at my best”. Bacardi: Emotion indexed vs. Competitors: Q. Thinking on what you saw or heard - what, if any, of these things, do you think the brand would do for you? Get me in a party mood 200 180 Help me socialise 160 140 Make me feel full of energy 120 100 80 60 40 20 Make me feel part of the group 0 Show me at my best Make me feel different from the masses Help me relax Bacardi index Make me feel I'm in control Market Av. 9
    • Whilst the majority of the in-bar experience was positive, it was not as strong as the inbar experience for Jagermeister. In Bar experience: Impact on brand opinion vs. Competitors Q. How has this experience affected your opinion of the brand? 33% 33% 15% 47% 42% 44% 62% +4 to +5 positivity +1 to +3 positivity 32% Neutral 17% -6% 25% 16% -5% 8% -15% -1 to -3 negativity Base: Brand Shout, all responses from within a bar Bacardi (18) Jack Daniels (12) Jägermeister (19) Smirnoff (13) 10
    • Conversation drives positivity towards Bacardi in-bar… …particularly with friends Conversations in bar drive positivity towards Bacardi at point of purchase 3 in 4 conversations had with friends in bar about Bacardi were positive All of these conversations influenced the respondent to more likely purchase the brand in the future Conversations with bartenders are also effective when recommended in a cocktail Promotional posters and cocktail advertisers can work well to stimulate drinkers into having brand conversations 11
    • The Jägermeister story Jägermeister is a social drink Almost half of the respondents had some sort of communications about Jägermeister in bar, of which 42% of these were promotional posters - the remainder was conversational A quarter of respondents had conversations about Jägermeister elsewhere Jägermeister gets respondents into a party mood - respondents are more likely to feel positively about Jägermeister experiences in bar (47%) compared to the average for all Jägermeister touchpoints (30%) 12
    • Jagermeister’s touchpoint exposure was largely driven by exposure in bars and clubs as well as via word of mouth. Share of touchpoint exposure: Share of Jägermeister media exposure: In a bar or club 48% 11 Online 3% In a shop 13% Outdoor poster 13% Am at home with friends and we’re having some [Jägermeister]. It’s good and fun! Chatting with friends 25% 13
    • The conversations generated by Jagermeister are wide ranging from promos in bars to general conversations We talking about how popular Jägermeister is these days Big poster on the tube for the drink Offer in a bar on Jägerbombs. £2 each. There were also people promoting this offer outside the club to get people to come in It was a poster advertising ice cold shots of Jaegermeister. It seemed a bit basic and didn't appeal to me much. Seemed aimed at a young audience Very encouraging to have as shots together as a group Heard from a friend. It’s a young brand 14
    • Their brand is almost entirely defined by making it seem full of energy. It is also ahead of the market making you feel part of the group, encroaching on Bacardi territory – but without the apirational qualities Jägermeister: Emotion indexed vs. Competitors: Q. Thinking abput what you saw or heard - what, if any, of these things, do you think the brand would do for you? Jager-Bombs are a popular drink which mixes Jagermeister with Red Bull in a shot! Get me in a party mood 250 230 210 Help me socialise 190 170 Make me feel full of energy 150 130 110 90 70 50 30 Make me feel part of the group 10 -10 Make me feel different from the masses Help me relax Jägermeister index Market Av. Show me at my best Make me feel I'm in control 15