CHEERS TO SUCCESS

HOW A SPIRITS COMPANY STAYS RELEVANT IN THE PANDEMIC

MARKETING AGENCY DREHMOMENT

FOR ONE OF THE WORLD’S LEADING SPIRITS PRODUCERS

CHALLENGE

Many spirits are primarily consumed at parties, festivals, clubs and pubs. The Corona lockdowns have abruptly cut this “lifeline” – with a corresponding drop in sales for manufacturers. Under such circumstances, how can a brand remain in the consciousness and still end up in the glass? With this question in mind, the manufacturer commissioned its Drehmoment agency to analyze the German market.

SOLUTION

Drehmoment decided to use an AI-supported Big Data approach with Hase & Igel instead of conducting classic consumer clinics and panel surveys. The Neutrum TOPIC NAVIGATOR is used to analyze across all digital channels, based on hundreds of thousands of posts, reports and ratings, on which occasions and in which contexts people engage with good highs in the pandemic. The TOPIC NAVIGATOR’s interactive map reveals exactly which occasions go with a good glass, what is important to consumers in this context, and how different brands are perceived in each case. For each context, the application shows how strongly it emotionalizes and activates – and when and where it is best to reach the target group.

CUSTOMER BENEFIT

With the results from the TOPIC NAVIGATOR, Drehmoment has been able to identify two “sweet spots” that have become trending in the pandemic: private barbecues with friends and family and virtual parties via Twitch – including the best long drink combinations and optimal targeting channels for both events. On this basis, Torque can not only successfully reposition the customer in the pandemic, but also further develop its account. A typical win-win situation.

“The TOPIC NAVIGATOR allows us to identify sweet spots for our customer to better position them.”

– CHRISTOPH RIECKMANN, MANAGING DIRECTOR DREHMOMENT

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