Grown-up Soft Drinks

Grown-up Soft Drinks

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The Business Issue

Our client saw an opportunity in the carbonated soft drink (CSD) UK market to offer healthier and more adult options to consumers. They wanted to engage with consumers looking for a different experience from CSDs, to understand their needs and motivations.

The Research

3 stages with UK CSD drinkers
  • Omnibus of 1600+ to measure baseline behaviours
  • Usage & Attitude survey to identify needs and opportunity areas
  • In person assessment of concepts and product tastings

The Outcome

Map of current CSD usage and market segmentation based on future needs. Innovation roadmap for healthier and more sophisticated CSDs, including refined concepts and guidance for future R&D.
The campaign we created from this research landed at the perfect time and meant we were ahead of the competition.