Who we work for > Solerno
Brief
"Can you help us to define the launch positioning for a new brand of liqueur? We plan to launch into leading edge cities in the USA with female consumers as the core target."
Approach
Multiple insight perspectives including qualitative focus groups and interviews with barmen in leading NYC hotels and bars.
Creation of bespoke video footage of our respondents and their city, to bring findings to life and help sell the launch into the business.
Solution
Launch positioning for Solerno orange liqueur, together with guidance on tonality in future communications, including ongoing pack, naming and product story work.
Just one month after launch in September 2008, the new brand was already featured in cocktails at Bar Milano, Bobo, Clover Club, the Gramercy Park Hotel, PDT and Vento.
The brand achieved acclaim with both the trade, winning a silver award at the IWSC in 2009, and with consumers, receiving coverage in the New York Times and Time Out Magazine.
I found Syren to be very efficient and highly professional. I was hugely impressed with Emma's knowledge and understanding, in particular her approach to developing new product ideas and formulating strategy. She is both flexible and focused in her work
Marketing Manager, OMSCo