CHALLENGE
How can Somersby Sparking Spritz fuel growth in Finland capitalizing on the growing spritzer trend?
Challenge.
The corporation with Carlsberg regarding innovation has been ongoing for more than 10 years spanning from concept testing, liquid test to concept product test in numerous markets. Carlsberg insights in how the launch of Somersby Sparking Spritz - concept and liquids - could fuel growth in Finland capitalizing on the growing spritzer trend.
Proces.
In this case we executed a Concept Product test within the Wilke eXplore framework for a new Somersby variant, where Finland was chosen as possible test market. At first the concept acceptance was tested, followed by a testing of more liquids to find the ideal match. In the end several of the respondents participated in a personal interview to the get a more in-depth qualitative consumer feed-back on concept and liquids, the match, relevant occassions and drivers/barriers etc.
Results.
Carlsberg got a clear view of the performance of the concept and with which potential liquid to match the concepts. It also gave input as to what extend there might be both trail purchase and repeat purchase of the product under ideal market and launch circumstances that would create input to volume projections.
Our Approach.
Input to marketing in terms of relevant occassions, drivers and barriers relating to the developed concepts and matching liquids allowed Carlsberg to make possible adjustment to the launch material.
When testing new products and concepts we rely on our Wilke eXplore set-up that has proven its worth with many clients in many industries.
In this case we used our Wilke eXplore More concept-product test set-up. Initially we tested a concept for consumer acceptance based on general key drivers like: Purchase Intent, Uniqueness, Relevance, Brand Fit as well as Industry and Carlsberg specific KPI’s. This conceptual testing allowed us to get clear indication of the concepts ability to generate trial purchase based on what parameters.
“The swift reaction by Wilke, with efficient research tools we have used in Carlsberg many times, gave us a strong input to the product development and allowed us to make a successful launch of Somersby Sparkling Spritz in Finland with a quick turn-around”
Just About Right.
Two liquids were tested to see how they performed both individually as well as relating to the concept. Key parameters are purchase intent and concept fit, and in this manner, we got a clear indication of potential repeat purchase of the combination of concept and product, and what would be the best possible matching liquid to the concept. In addition, we also made a sensory evaluation based on the Just About Right approach with penalty scores in the product testing. This included generic elements like Color, Smell, overall taste, plus specific elements relating to beverages and to Carlsberg protocols. By using this approach, we got a clear indication of which flavor parameters to adjust, and what may be the potential impact on Purchase Intent when doing so. By adding questions relating to frequency of purchase and substitution of current product it was also possible to get a very rough estimate of volume potential – under ideal launch circumstance in terms of level of distribution, awareness level etc.
In this case we supplemented the eXplore More test with consumer immersions, consisting of follow-up in-depth interview with the test respondents about their subjective qualitative evaluation of concept and products, occassions etc. Buy having consumer wording on their experiences and view-points it made it possible to put some human aspects to the more statistical data giving some input into the finalization of the work launching the product.
Key outputs for Carlsberg.
Somersby Spritz was launched in Finland, and quickly became a strong contributor the success of Somersby brand in Finland as one the preferred Alcoholic non-beer ready-to-drink beverages in a highly competitive market
Following the good results in Finland – Somersby Sparkling Spritz was launched in many more markets.
Contact Carl Mikael here.
He is ready to help you!