John Smiths – A New Audience

Looking to stamp its authority on a new younger audience, John Smith’s were looking for their packaging to support a shift in focus, emphasising the Tadcaster brewery where the product is brewed

 

 

OUR SOLUTION

 

Focussing on the multi-pack format, our Online PACKMASTER approach assessed the potential design among both existing drinkers and a new younger target group. The brief was to look for reassurance that the new design would engage a new audience

John Smiths Packaging

 

CLIENT IMPACT

 

Our work identified that the design represented a significant improvement over the existing pack, and both pack and brand were relaunched in Summer 2015

 

“Marketing Sciences were able to offer a tailored solution, enabling us to test the packaging with both new and existing consumers. The report provided clear recommendations, against industry benchmarks, ensuring we were able to make the correct decisions for our business”

 

Rebecca Haigh, Senior Brand Manager at Heineken

 

 

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