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ADEZ
Consumer Research, Brand Profiling, Route To Market Planning & Brand Activation.

‘The provision of pen personas for online customers now enables us to monitor how our different customer segments respond to online activity, helping us to more effectively shape future strategic online marketing decisions.’ – Head of Marketing, The National Gallery

The Brief

Owned by Coca-Cola, the worlds largest soft drink company, AdeZ is a new range of on the go dairy free smoothies created as a healthy lifestyle nourishment drink that caters for the health minded. With no added sugar, dairy free AdeZ is a plant based option for vegans and organic driven shoppers and consumers within a highly competitive category.

With the vegan sector driving category innovation and substantial volume growth in the UK market, the brand is well positioned to capitalise on a growing trend to consume plant based alternatives to milk and the extensive range of carbonated and still soft drinks available.

The brief combined brand consumer research, to define a detailed AdeZ consumer profile that can be communicated to retailer category buyers, with a route to market activation plan across a major initial retailer estate to improve ranging relevancy and sales.

Action

Consumer research into the category trends and how the influence of organic and vegan consumer choices can translate into on the go shopper purchases, formed the basis of the AdeZ brand consumer profile.

Using Mosaic consumer classifications, (combined with other external demographics contained within Coca-Cola’s UK store level customer database which S2 manages), the attitudes, demographic characteristics and shopper preferences of Adez were modelling against the UK population to identify high density geographic areas of AdeZ brand opportunity, at both city and postal sector levels.

The creation of an AdeZ product opportunity heat map layer enables detailed route to market planning and detailed activation plans with key retailers that identify and maximise the category growth opportunities.

Result

The AdeZ project has now provided the means to score and rank the fit between the average key named retailer shopper and the AdeZ shopper across each store within the UK, considering the retail landscape and catchment profile opportunities.

The AdeZ brand consumer profile gives a clearer picture of the AdeZ shopper, which in turn enables comparison of numbers with percentage buyers for other key named retailers split by basic demographic attributes benchmarked against Total Out of Home, looking at soft drinks buyers only.

Both Coca-Cola European Partners and Coca-Cola GB & Ireland are driven by a need to more accurately marry the consumer brand profile of their extensive range of brands, flavours and packaging formats with the right stores in the right locations.

Similar consumer research, brand profiling, route to market planning & brand activation projects conducted by S2 include Monster, Relentless, Powerade, Coca-Cola Zero Sugar, Coke Freestyle and Innocent.