Launch a new alcohol-free spirits brand Stryyk to UK consumers.
Science showed us that Generation Z are rejecting many social norms including that socialising means consuming alcohol. Changing the behaviour of other audience segments such as those wanting to reduce their alcohol consumption can be achieved through behavioural economic strategies.
Using our proprietary behavioural science based planning framework we defined behavioural segments and revealed their motivations for wanting to avoid/reduce alcohol. These motivations were then used to audit the brand ecosystem to understand if they were being met. Behavioural economic strategies were then recommend to amplify some behaviours and overcome others.
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7th November 2018