Brand marketing specialist, Flintlock Marketing, has achieved remarkable outcomes following a branding project with a global alcoholic beverage company, having been tasked with a brief to identify new ways to communicate the value of sampling alternative whisky and overcome perceived consumer risk as a key barrier to expansion.
The strategic collaborative branding project focused on clarity and messaging, highlighting innovative ways to adapt marketing positioned initially in-store, extending throughout a broad range of brand communications across all online and digital channels.
Achieving Tangible Value Growth Through Tactical Brand Strategy
Flintlock’s client, Diageo, is headquartered in the UK but trades internationally. It is a major distributor of fine whisky and iconic liquors, representing hundreds of instantly recognisable brands alongside niche and specialist whisky and celebratory drinks favoured by collectors and connoisseurs.
The company approached the branding experts to ‘unstick’ an untapped potential consumer market, where a majority of customers lacked an incentive to invest in an untried product, instead preferring to stick with familiar favourites without any tangible reason to sample anything different.
The branding team started by untangling the decision-making factors that go into consumer purchases, focusing on accessible aspects such as flavour and taste. They then looked at ways to vocalise the reasons to opt for an alternative flavour or brand with a similar profile, articulating incentives in a relatable way.
From there, Flintlock embarked on a quantitative virtual reality study process to ascertain consumer responses to new creatives and merchandising centred on flavour, which extracted data that reflected an ‘overwhelming’ preference, inspiring choice, and exploration without over-complication.
The final ‘What’s Your Whisky' marketing strategy was built around a clear call to action, giving consumers a reason to engage and removing uncertainty or reluctance to try a different whisky brand due to a perceived lack of knowledge or understanding about the similarities and variances in taste profiles.
The Importance of Branding in the Whisky and Alcoholic Drinks Sector
The challenge presented to Flintlock is far from unique, in a sector where brands need to invest in differentiation given that consumer loyalty and trust are often embedded and where consumers purchasing higher-priced drinks need a solid reason to switch from a brand that they consider their ‘go-to’.
Whisky is a particularly complex market. Demand for traditional and high-quality Scotch whisky is centred around a few heritage brands, making it difficult for challengers, disrupters, and innovators to capture market share.
Today, the retail spirits market in the UK alone is worth £12.85 billion, and whisky as a sole product makes up 16% of that trade, with an increasing demand from the global market, with exports from the UK increasing by 31% in just five years.
Rather than wanting to promote a specific product, the distributor of hundreds of quality brands, needed to find ways to incentivise diversification and to give consumers a reason and opportunity to explore alternatives.
The company now has a presence in around 180 countries, working with 200+ brands, and is known as a global brand builder within the premium drinks market. It represents whisky brands like Johnnie Walker, Old Parr, Haig Club, Buchanan's, The Singleton, Lagavulin, and Talisker.
Impacts of Strategic Brand Communications on Consumer Online and In-Store Behaviours
Commenting on this particular brand strategy project, Tasha Gladman, Co-Founder of Flintlock, says, “Working with Diageo and in partnership with RPM was a great opportunity to highlight how strategic branding can make a direct and phenomenal impact on revenues, brand awareness and audience reactions.
The initial point-of-sale marketing graphics were developed following in-depth, precision research to map out the best ways to incentivise consumer decisions. We broke down whisky flavours into four easily understandable categories, removing the obstacles that would discourage shoppers from being excited to try something new.”
Graham Appleyard, Co-Founder, adds, “While achieving quantifiable growth in category value is fantastic, it's also been great to see how the initial marketing messaging and positioning have extended beyond the in-store environment, rolling out communications across all channels and in multiple countries and jurisdictions to inspire a sense of energy and freedom of choice to client apps and online marketplaces.”
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About Flintlock:
Flintlock is an expert UK brand marketing and branding specialist agency.
We blend pure creativity, professionalism, expertise and skill, extracting the knowledge and value our incredible team provides to create brand strategies that feel like home, and encapsulate what makes you you and how you communicate those intangibles to your target customer to make your business a brand they would choose over anybody else.
Media Contact:
Tasha Gladman
01243 573600
flintlock@postpr.co.uk
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Source Company – https://www.flintlockltd.com/
Source: Digital PR
Release ID: 1184571
