Molson/Coors launched a new adult beverage showing unexpected success among Black and Brown communities, surpassing initial sales projections. They needed to find out why. The problem was their success was in a cultural space that they didn't know how to speak to. Without necessary cultural fluency, they didn’t know how to leverage the existing Community interest to advance their market position. They had access to mountains of data but couldn’t generate meaningful Community insights or connection.
THE SOLUTION:
Leveraging our deep understanding of cultural dynamics we orchestrated an immersive exploration of the brand via our in-house KNDRD Cultural Council. This unearthed the authentic brand touchpoints existing within the Community. By applying these insights we provided a clear map for optimal lasting brand engagement and culturally fluent connection.
THE IMPACT:
“I especially have appreciated working with you and Kndrd on Simply Spiked – the strategic clarity and cultural insights have been so valuable to help us shape this brand.”Joy Ghosh | Brand Manager, Molson Coors
#3 RTD among Black drinkers within two years of KNDRD Partnership.
By experiencing our KNDRD approach to cultural engagement via our council and guidance, the brand has learned how to talk in this space. Since gained this fluency, they successfully implement brand activations and points of authentic community natural to their brand.
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