Activating a new product for a key target segment
Cognac brand Martell asked us to help understand the opportunities for its product among different ethnicities within the US.
Using extensive ethnographies and focus groups, we developed a qualitative segmentation. We then led an immersive and inspiring ideation session with global and local marketing, sales and agency teams to create launch-pad ideas to bring the new product concept to life among the chosen segment.
The result? A clear activation plan, plus targeted ideas to inspire the launch campaign and roll-out.prevnext