In the ever-evolving landscape of the beverage industry, staying ahead of the competition requires constant innovation and a deep understanding of consumer preferences. One brand that embraced this challenge head-on and emerged successful is Schweppes. This is the story of how we played a pivotal role in Schweppes’ transformative journey, revolutionizing its premium appeal in the Nigerian market.

The Challenge:

Coca-Cola Nigeria Limited, the parent company of Schweppes, faced a formidable task: Could a Skittle-shaped PET bottle elevate Schweppes’ brand perception to a new level of ‘premiumness’? This was the overarching goal, and to achieve it, a series of specific objectives were set in place:

  1. Consumer Perceptions of Premium PET Packaging:Understanding the attributes that define premium packaging in consumers’ eyes.
  2. Skittle PET Bottle Design Evaluation:Assessing the likes, dislikes, and alignment with the Schweppes brand.
  3. Consumer Perspectives on Schweppes Flavours:Exploring preferences and expectations.
  4. Pricing and Premiumness Perception:Gauging willingness to pay a premium.
  5. Consumer Price Elasticity:Measuring sensitivity to pricing changes.
  6. Feedback on 40cl PET Bottle:Assessing market viability and consumer acceptance.
  7. Consumer Input on Communication and Launch Plans:Fostering brand resonance.

Unveiling the Insights

Our research uncovered pivotal insights that paved the way for Schweppes’ premium journey:

  • Consumer Perceptions of Premiumness:High quality, exclusivity, high grade, uniqueness, and classic attributes defined premium products.
  • Schweppes as a Premium Brand:Unique taste, limited availability, and perceived health benefits set Schweppes apart.
  • Positive Feedback on Skittle Bottle:The proposed Skittle bottle design received resounding approval, with 84% expressing their intention to purchase it at a premium price.

Guiding the Brand Experience: Beyond sensory and design aspects, our research yielded actionable insights on brand experience, strengthening marketing strategies for Schweppes’ new products.

Impact Unleashed: The launch of Schweppes Skittle PET Bottle marked a significant turning point for the brand:

  • Revolutionizing Premium Perception:Schweppes’ commitment to premium innovation was validated.
  • Enhanced Consumer Engagement:Co-creating launch plans strengthened brand-consumer relationships.
  • Market Dominance:Schweppes was primed for market domination, outshining competitors.

Conclusion:

The Schweppes Skittle PET Bottle project exemplifies the power of consumer insights and innovation. It positions us as a strategic partner, empowering brands to redefine their market presence and deeply resonate with consumers.

We believe in the transformative power of insights. Our dedication to propelling brands forward cements our role as the driving force of innovation in the beverage industry. If you’re ready to embark on a journey of innovation and market leadership, reach out to us today at contact@pierrine-consulting.com.ng. Together, let’s shape the future of your brand.