A beverage company with national distribution of foreign brands wanted to develop a traditionally Hispanic beverage cocktail to target to Hispanic consumers. The client needed to understand how to best market a pre-packaged cocktail that has strong roots in the Mexican community, and maintain its flavor authenticity.
Our research design included two phases: qualitative: focus groups with male Hispanic consumers and a large-scale online quantitative survey. In the qualitative phase, key product attributes were discovered and helped identify messaging priorities to help distinguish the new product from competitors. Packaging design changes took into account that the product has a strong brand halo, making the brand more prominent for easy recognition on shelf.