Pi Attitude Zone: Material Status

Gin Wars in Spain

Pi was asked by a leading international alcoholic beverage manufacturer to investigate a worrying trend in their gin business in Spain.  The client’s brand (recognizable by its white-and-red livery, since you ask) was the Spanish market leader, and had been for years.  Suddenly an upstart premium brand (in a blue livery, as it happens) was establishing itself as a serious rival for the business, and stealing market share.  Young people, in particular, were migrating to the newcomer brand in droves.  The mysterious part was: why?

We ran the Pi-Charts, and were immediately struck by how similar the attitudinal mindset of the Red Brand was when compared to the Blue Brand.  Big preoccupations for the aficionados of both gin products?  Good Times, Sensuality, Solidarity, Belonging, Connections…. In fact all the values you would naturally associate with a liquor brand.

But wait.  There was one area of the Pi-Chart where the two brands diverged sharply.  The upstart newcomer ‘blue’ brand’s users showed high scores for Novelty and Fashion.  No such attributes were visible among the drinkers of the market-leader ‘red’ brand.  Gotcha.

It was a smack-yourself-on-the-forehead moment for our client.  They suddenly realized that for the best part of a decade, they had totally omitted ‘fashionable’ from the product attributes featured in their brand’s advertising.  The ‘blue’ brand, by contrast, was projecting a powerful image of novelty, sophistication, style and youthful ‘cool’. 

Considering that the category user profile was getting younger every year, this difference alone accounted for young consumers walking away in droves from the market leader, and transferring their brand allegiance to a sexy new “brand from nowhere”.

Pi says:  sometimes you need a Pi-Chart to bring the blindingly obvious into focus.

Zone: Material Status Country: Europe Product – Consumer Products