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Step 1:
The Goal
Molson Coors launched a new adult beverage showing unexpected success among Black and Brown communities, surpassing initial sales projections. They did not know how to speak to the cultural space and without necessary cultural fluency, they didn’t know how to leverage the existing Community interest to advance their market position.
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Step 2:
finding the gaps
Simply had access to mountains of data but couldn’t generate meaningful Community insights or connections. Leveraging our deep understanding of cultural dynamics, we orchestrated an immersive exploration of the brand via our in-house KNDRD Cultural Council.
points of connection
Step 3:
This unearthed the authentic brand touchpoints within the Community. We provided Audience Development, Culture Council, Brand Development, and Film + Photo Production for Simply Spiked to provide a clear map for optimal lasting brand engagement and culturally fluent connection.
The impact
Step 4:
By experiencing our KNDRD approach to cultural engagement via our council and guidance, the brand has learned how to talk in this space. They have successfully implemented brand activations and points of authentic community that are natural to their brand. Simply Spiked Lemonade became #3 among black drinkers within two years of our partnership.
THE APPROACH
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