Making a drinks brand a more personal gift
A home drinks business wanted its products to work better as gifts, a different job from the everyday purchase. We mapped gifting in and around the category, then explored gifting ideas with people online before setting out a strategy.
- Client
- Beverage company
- Industry
- Drinks
- Kind of work
- Innovation and concept development
- Our role
- A landscape of gifting in the category, then an online community exploring gifting ideas
The question
People choose differently when they buy for someone else, and the company wanted to know how its drinks could become a gift people would be glad to give.
It needed a view of the gifting landscape, and a strategy for where to play in it.
Our approach
We started from what the company already knew, re-reading its own research and our earlier innovation work for it alongside trend reports and category data, and set out starter opportunities from that landscape.
An online community then explored how people choose gifts, in the category and beside it, and how they reacted to ideas built from the first stage, while the company’s team followed it live.
What the team came away with
A landscape of gifting with starter opportunities, followed by a report and a gifting strategy for the business.
The strategy built on what the company had already learned, so it extended earlier innovation work rather than starting again.
Related work
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