Inspiring Refreshed, Relevant Campaigns

A leading whiskey brand sought to further cement themselves as an industry leader in a category that was finding its “new normal” post pandemic. They partnered with The Sound to discover how their audience felt about a new creative campaign idea prior to global launch, with key questions around how it resonated in different markets, as well as the authenticity of diversity and inclusion within the creative executions.

We facilitated a series of in-depth focus groups within three unique markets to understand how the next generation of whiskey drinkers responded to the creative idea. We had to ask all of the right questions to uncover: how well the creative idea was bringing the strategy to life, to understand the perception of diversity and inclusion within the creative executions, and to identify relevant executional details to keep in mind as the creative idea is further developed. As a part of the interviews, we guided people through visualizing the scripts for a series of short films as well as OOH and social assets.

Our quick-turn, highly strategic topline report provided color and texture to quantitative testing, surfaced truths across market differences, and provided opportunities to optimize the creative idea prior to production for an impactful global F23 campaign launch.

Presented by The Sound