THE CHALLENGE

A multinational spirits brand was looking to translate and articulate its global brand values in the Japanese market. The brand needed to examine spirits drinkers in Japan to develop culturally relevant communication strategy that effectively captures its target audience.

THE APPROACH

We approached premium spirits drinkers of various age groups to gain an understanding of their relationship with the category. By engaging them in a digital diary, we explored their lifestyle, values, aspirations and drinking occasions to chart how the brand’s values manifest in these. Group discussions revealed new layers and nuances in the aforementioned areas, along with shifts in drinking culture, allowing us to explore the brand’s perception in greater depth.

THE OUTCOME

The study identified consumer typologies and to ultimately define the core target. The brand used these insights as a foundation to refine its messaging and enhance its impact in the Japanese market.

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