Biz Issue

A national adult beverage was experiencing declining sales after years of growth. They needed to understand how Bicultural young adult drinkers were changing things up, and specifically, what might be brand barriers to see how to address them.

The Journey

Guía designed a qualitative deep dive that asked Bicultural young adults to document their adult beverage preferences and habits via a smartphone journal. One of their missions included heading to the store to purchase and then try out the brand in question. We captured it all in-the-moment, and followed up with a series of projective, creative questions and Zoom sessions to get to the heart of the issue. The fun & lively presentation back out to the teams crystalized the new adult beverage landscape, identified the barriers and highlighted undiscovered opportunities. To be extra planner-y, we included a profile of the New Latinx Drinker that brought the brand target to life in a way the agency’s planning & creative team could run with.