How do you make two new craft beers stand out in an oversaturated market? Greene King faced this challenge with Level Head and Flint Eye - great beers but a brand struggling to connect with younger drinkers. With a focused, human-first strategy and a modest budget, we set out to show 18-44 ABC1 craft beer fans that Greene King was ready to rule.
Our research revealed that craft beer isn’t just for the young; drinkers span all ages. Using factor analysis and clustering to create a bespoke survey, we uncovered key buying behaviours.
While 25% wouldn’t budge, 30% were open to the right offer. The real opportunity? A 21% segment of “cutting-edge craft” drinkers eager to try new beers. Using the characteristics of our key audience, we rebuilt our segmentation into Kantar TGI data to further uncover specific signals, such as interests, attitudes, types of content consumed and channels that we could target through media. We were then able to work with media partners to build these custom behavioural audiences and target them more efficiently.
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