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Case: UK spirits market

Background

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• This case study was produced for a pitch in the UK.

• We wanted to demonstrate how in-bar communications activity is received in relation to other communications about spirits.

• Brand Shout was chosen as the methodology because its “in the moment” approach meant we could understand the influence of different touchpoints on purchase decisions, as they were made

Study overview- Recruitment

Visiting a bar/ club in 18 major towns and cities across the UK on weekend of 8th Feb

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100 Smartphone owners in 5 days

Spirit drinkers aged 18-35

A number of key brands were measured across this period. All were core competitors of Bacardi.

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Outdoor Online In a bar/club Word of mouth In store

Channels measured

Brands featured

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13

19

6

11 16

7

6

14

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Share of Touchpoint Experiences

Q2. Which brand did you see or hear something about? Base: Brand Shout, all responses (364)

Disaronno (a small brand) had the greatest share of voice during the Brand Shout period, largely driven by their sponsorship of the BAFTA awards that weekend. This highlights how sensitive Brand Shout can be.

Official cocktail of the BAFTAs

Feb 06th 2013

%

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Share of Bacardi media touchpoints

Posters

6%

In a shop

19% Online

28% In a bar or club

38%

Somewhere else

9%

Base: Brand Shout, all who have been exposed to Bacardi touchpoints (47)

Q. Where did you see or hear about this brand?

The majority of Bacardi’s media exposure was in bars/clubs and online. Its in-store presence was relatively low.

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33

44

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Type of Bacardi in-bar exposure

Conversation with friend/s

Conversation with a bar tender Promotional material

Base: Brand Shout, all who have been exposed to Bacardi in a bar/club (18)

Conversations in bars, with bar tenders or friends was the driving force behind the brand experiences in-bar. Promotional materials stood out less for Bacardi.

Q. How did you see or hear about this brand in a bar or club?

My friend recommended me

to try Bacardi. I never tried this

earlier. I look the the taste of it. I will try again.

Poster...cocktail promotions with

Bacardi in a Camden bar. 241 offer on selected

rum cocktails

Asked bartender in the club if

they have Bacardi, bought this in the club

It was described by my friend as a very pleasant white rum

goes with any mix.

What is the Bacardi in-bar experience? Q. How would you describe the content of what you saw or heard? What impressions did it give you about the brand?

Indeed, this is supported in the verbatim written by respondents when they were in bars. They were largely led by conversations.

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0

20

40

60

80

100

120

140

160

180

200

Get me in a party mood

Make me feel full of energy

Show me at my best

Make me feel different from themasses

Make me feel I'm in control

Help me relax

Make me feel part of the group

Help me socialise

Bacardi: Emotion indexed vs. Competitors:

Bacardi index

Market Av.

Q. Thinking on what you saw or heard - what, if any, of these things, do you think the brand would do for you?

When indexed against the competition, the experiences people had with Bacardi suggested it was a social and party drink that set its drinkers apart from “the masses” and has aspirational qualities that “show me at my best”.

17% 25%

16% 8%

44%

42%

32%

62%

33% 33%

47% 15%

-6% -5% -15%

Whilst the majority of the in-bar experience was positive, it was not as strong as the in-bar experience for Jagermeister.

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In Bar experience: Impact on brand opinion vs. Competitors

+4 to +5

positivity

+1 to +3

positivity

Neutral

-1 to -3

negativity

Base: Brand Shout, all responses from within a bar Bacardi (18) Jack Daniels (12) Jägermeister (19) Smirnoff (13)

Q. How has this experience affected your opinion of the brand?

Conversation drives positivity towards Bacardi in-bar…

Conversations in bar drive positivity towards Bacardi at point of purchase

3 in 4 conversations had with friends in bar about Bacardi were positive

All of these conversations influenced the respondent to more likely purchase the brand in the future

Conversations with bartenders are also effective when recommended in a cocktail

Promotional posters and cocktail advertisers can work well to stimulate drinkers into having brand conversations

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…particularly with friends

The Jägermeister story

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Jägermeister is a social drink

Almost half of the respondents had some sort of communications about Jägermeister in bar, of which 42% of these were promotional posters - the remainder was conversational

A quarter of respondents had conversations about Jägermeister elsewhere

Jägermeister gets respondents into a party mood - respondents are more likely to feel positively about Jägermeister experiences in bar (47%) compared to the average for all Jägermeister touchpoints (30%)

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Share of touchpoint exposure:

In a bar or club 48%

In a shop 13%

Online 3%

Outdoor poster 13%

Share of Jägermeister media exposure:

Jagermeister’s touchpoint exposure was largely driven by exposure in bars and clubs as well as via word of mouth.

Chatting with friends 25%

Am at home with friends and we’re

having some [Jägermeister]. It’s

good and fun!

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We talking about how

popular Jägermeister is

these days

Big poster on the tube for the

drink

Offer in a bar on Jägerbombs. £2 each.

There were also people promoting

this offer outside the club to get people to

come in

Very encouraging to have as shots together as

a group

It was a poster advertising ice cold shots of Jaegermeister. It seemed a bit basic and didn't appeal to me much. Seemed aimed at a young audience

Heard from a friend. It’s a young brand

The conversations generated by Jagermeister are wide ranging from promos in bars to general conversations

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-10

10

30

50

70

90

110

130

150

170

190

210

230

250

Get me in a party mood

Make me feel full of energy

Show me at my best

Make me feel different from themasses

Make me feel I'm in control

Help me relax

Make me feel part of the group

Help me socialise

Jägermeister: Emotion indexed vs. Competitors:

Jägermeister index

Market Av.

Q. Thinking abput what you saw or heard - what, if any, of these things, do you think the brand would do for you?

Their brand is almost entirely defined by making it seem full of energy. It is also ahead of the market making you feel part of the group, encroaching on Bacardi territory – but without the apirational qualities

Jager-Bombs are a popular drink which mixes Jagermeister with Red Bull in a shot!