Royal Unibrew, producers of Supermalt, the world’s best selling malt drink, wished to launch a new fruit flavoured malt drink to the UK. Before the launch they needed to understand:
- Consumer attitudes towards introducing a fruit flavoured malt.
- The primary target for such a product.
- The motivators and barriers to purchase and consumption.
- Ideal name, package design and marketing strategy.
Our approach:
Qualitative research conducted with African, Caribbean, Asian and Arab consumers of malt drinks. Through the use of projective techniques, blind tastings and open discussion we established:
- Scepticism and interest in fruit flavoured malts
- Motivations and barriers to purchase
- Most popular flavours
- The name for the new drink
- Packaging and design
- Marketing strategy
Outcome
Supermalt Fusion was launched in the summer of 2013