CASE STUDY: Cider
Industry: Alcoholic Beverages
Unravelling the complexity of people
After a decade of rapid growth, and a myriad of new offers, the category had lost momentum.
Cider needed re-introduction to the new 20-something drinker, based on a fresh understanding of their fragmented drinking behaviours and attitudes.
Extended ethnography, and extensive discussions paved the way for rejuvenation of the category, based on cider building on its perceptual strengths, and its relevance to certain occasions.
By repositioning and relaunching the category, to put it back on the agenda.