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Situation

A major wine and spirits company developed a new campaign to drive reconsideration of one of its brands. Prior to final production of the ads, the brand team wanted to gauge how well the campaign motivated and resonated with its target consumer.

Outcome

Using C+R's Copy IQ, a real-time qual-quant communications test, we were able to dig deep and gain immediate clarity about the future look and messaging of the ads. Specifically, this helped the client identify how to modify key scenes in the ads in order to better communicate the brand's essence.