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Their North America operation launched an initiative in 2019 to future-proof their brands through a comprehensive “Cultural Fluency” audit of 20 brands including select competitors.
The brand’s goal was to build the organizational capacity to understand younger, intrinsically diverse LDA consumers, a segment Collage Group defines as the New Wave. The mission was to drive brand growth while providing a platform for motivating internal change.
• Understand key cultural traits of the New Wave Americans, aged 21– 40, and validate them for the alcoholic beverage category.
• Identify where traits and values resonate across diverse segments as well as where they diverge.
• Build a framework and set of principles that can be applied to creative executions across the company’s portfolio.
Learn more about Collage Group’s consumer insights in our Category Essentials for Alcoholic Beverages and fill out the form to download a sample of the research.
Through Collage Group’s superb client communication and Ad testing, Collage was able to identify key intersections in the Cultural Traits shared by both Hispanic and Black consumers. These included values around generosity, optimism, and community – that were all highlighted within the execution.
Their ad’s tight storyline and clear messaging over-indexed among consumers across all races and ethnicities, as measured by Collage Group’s CultureRate product, and performed especially well with Hispanics.
These insights enabled the brand to learn exactly why their campaign was a success. Most importantly, the analysis revealed a key set of cultural principles that could be applied to future executions to make other brands more successful in expanding their consumer base as well.
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Assess the cultural fluency of your ads and brands with CultureRate:Ad & CultureRate:Brand.
Tailored solutions delivered by our full-service, bilingual Qualitative and Quantitative research teams.
Harness the power of cultural intelligence to win diverse America. Discover how you can turn insights into impact today!
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Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).
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Collage Group is a certified Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC).
©2023 Collage Group
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