Unlock new growth spaces for a beer brand targeted at modern Chinese women

Innovation

CHALLENGE

A leading beer brand wished to win the hearts & minds of the next 100 million female drinkers with future oriented, sizeable platforms that can deliver blockbuster concepts & activation ideas.

APPROACH

Our experts firstly arrived at key tensions & contextual insights to craft an incisive understanding of modern femininity and behaviours around alcohol consumption through live immersions.

Following this we developed insight–driven platforms, which were ideated upon and enriched through a co-creation approach, alongside live product experimentation and concept writing.

Newly crafted concepts were refined using further consumer investigation as well as quantitative validation.

IMPACT

Quantum worked with the leadership team to socialise these concepts with brand teams as well as embed an innovation culture and system at client’s organisation.

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