THE CHALLENGE /

A whiskey brand that had long been positioned around authenticity & self-expression, now looking to sharpen & refresh that positioning for renewed distinctiveness vs. competitors and deeper audience & cultural resonance in Brazil, India, South Africa & Spain.

THE SOLUTION /

A multi-method approach in partnership with Neighbourhood, combining semiotics (Commune) & ethnography (Neighbourhood). In the semiotic phase, a vast cultural exploration of how meanings of self-expression & authenticity are shifting across the four markets, scanning the world of alcohol, adjacent spaces like fashion, sports, gaming, beauty & wellness, and culture at large, covering music, TV, film, books, art & more. All in deep collaboration with local researchers, iterating on global findings to ensure the culture of each market was captured with nuance & authenticity.

THE RESULT /

Semiotic codes that brought compelling clarity to what self-expression & authenticity mean today, and how those meanings are evolving for tomorrow in the culture of Brazil, India, South Africa & Spain. A brand & competitor audit revealed an opportunity for the client to tap into particular codes to drive both renewed resonance & distinctiveness, and ultimately get ahead of cultural change. Finally, activating both semiotic & ethnographic insight in a workshop, moving the client team towards a renewed positioning for the brand, with initial ideas for bringing it to life through creative.