Brown-Forman: How do you take you Drink X? A unique cocktail of consumer research and bespoke predictive modelling

Brown-Forman, a spirits and wine company, mixed consumer research with a bespoke predictive model to identify the best serve that would help grow sales of one of its drinks in the UK.

Campaign details

Brand: Brown-FormanAgency: MMR ResearchCountry: UK

Synopsis

How it began

Brown-Forman had always advertised one of their key products, Drink X, in a certain way – being served with ice. They wondered whether showing it being served differently, either with a mixer or in a cocktail, would make a difference to sales.

Consumers were at the heart of this question. We needed real, individual data – and a strong, detailed method of consumer research. This started with our solid understanding of people. Surveys are very useful tools, but they don't often reveal the whole...

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