drench case study
Refining concepts and assessing top line viability
Following our innovation research process, we conducted qualitative research groups to explore our idea further and see whether it would appeal to our potential consumers.
Led by a professional moderator, the groups discussed what people were looking for in a water brand with reference to those already on the market (including drench).
They were then asked to think about a number of positioning statements we had developed.
From these discussions, a core proposition emerged that people really related to:
Your brain is 75% water. Keeping it topped up will help you perform at your best."
Or, to put it more simply, "For mental hydration, drench".
We'd found what we were looking for.
