H/T/P partner and Managing Director Sven Arn is co-presenting a case study at the upcoming 2018 Esomar Fusion Conference in Dublin on 14th November (Esomar Fusion 2018) together with Juliette Margerand, Consumer Insights Manager at Pernod.
They are sharing a fascinating case study about Suze, the 100 year old apéritif brand Pernod regarded as a “sleeping beauty” familiar (to some) from facade advertising across France.
Their ambition was to refresh and activate to its full potential.
It wasn’t a classic insights challenge involving a segmentation exercise, drivers and barriers analyses. Pernod wanted to start from a blank sheet regarding audience defintion, the same was true for the brand itself.
The approach H/T/P adopted was story-telling – uncovering and decoding stories the brand had to tell but were partly submerged, listening to competitive narratives, blending in client and agency voices, and of course all the stories future audiences had to share about their lives, drinking habits and rituals.
Our effort was designed to blend all these disparate narrative lines together, creating new harmonies. We used a mix of semiotics, Social Media analysis, creative storytelling techniques and traditional qualitative research, hence the title of the paper: Bittersweet Symphony.
Whilst bold, the risk paid off, and lead to a new global brand platform for Suze, motivating for both new target drinkers, hip barkeepers across the globe and Suze internal stakeholders.
There are multiple learnings from the case, not the least of which being the value of tapping into one’s own personal stories, and taking time rather than rushing.
It’s a fascinating case.
If you can’t make it to Dublin, please get in touch to find out more!