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Case Study By Industry | Wine & Spirits

Case Study By Industry | Wine & Spirits
Global Corporate Revenue: $5 Billion

Insight in Action: Establishing Brand Positioning by Engaging Black Cultural Traits

Learn how the world’s leading brands are applying Collage Group’s consumer insights to drive cultural resonance in advertising.

Challenge

The CMO of a major alcoholic beverage company tasked a team with surfacing the mega-trends shaping the multicultural audience. The CMO wanted the team to refine or rethink brand positioning for the entire portfolio of wine and spirits brands based on these insights.

Solution

Using Collage Group’s proprietary data into the cultural traits of Black consumers, the task force recognized that category-specific insights about the attitudes and behaviors of Black wine consumers did not conflict with those of its Black spirits consumers as long as those insights were grounded in an understanding of Black cultural traits overall.

TYING KEY OBJECTIVES TO INSIGHTS

Collage Group provided category-level detail to deepen appreciation for Black consumers across the entire portfolio of alcohol brands.

OBJECTIVE

Understand Black consumer attitudes to wine drinking and resolve why these differ from attitudes to spirits drinking.

COLLAGE RESOURCES, DATA & TOOLS

Category Essentials-Alcoholic Beverages revealed a range of distinct insights into Black consumer attitudes to wine drinking and, in particular, toward developing Connoisseurship and Expertise.

CONNECTING THE DOTS

To connect the dots, Collage’s deep dive into cultural insights allowed brand leaders to interpret the category-level detail into a broader strategy and application of the insights.

OBJECTIVE

  1. Immerse in the Black cultural experience.

COLLAGE RESOURCES, DATA & TOOLS

1. Webinars and presentations on Black Cultural Traits provided deep insight into the Realness, Self-Expression, Perseverance and Ambition traits that were used to inform how category-specific insights from spirits and wine could be unified.

2. Understand how Black consumers project influence.

2. Webinars and presentations on Cultural Influence outlined how the Cue-taking, Expertise and Trendsetting traits manifest differently across segments.

RESULT

With a deep understanding of Black Cultural Traits, the team was able to establish a foundation for understanding Black consumer wine attitudes and preferences.

PUTTING INSIGHTS IN ACTION

Armed with Collage Group insights, the multicultural task force team members found a way to unify seemingly disparate category consumption insights about Black consumers that had emerged separately from the wine and spirits divisions. The team was able to combine a deeper understanding of the Black cultural trait of Realness with the Black consumer orientation toward Expertise and Trendsetting to establish a foundation for understanding Black consumer wine attitudes and preferences. Furthermore, the team was able to see that these behaviors activated on different facets of the same underlying set of insights into Black consumers that informed Black spirit consumption.

As a result, the entire wine portfolio is now being positioned to activate Black consumers through connoisseurship, as distinct from how the spirits division activates Black consumers through a different set of group traits. 

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Five Consumer Insights for Cinco de Mayo

Five Consumer Insights for Cinco de Mayo

Cinco de Mayo is the annual celebration that commemorates the date the Mexican Army was victorious over the French Empire at the Battle of Puebla on May 5, 1862. It is not Mexico’s Independence Day—a common misconception, which is celebrated in Mexico on September 16th.

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In the U.S., Cinco de Mayo is a day of celebration in honor of Mexican culture and heritage.

1. Who celebrates Cinco de Mayo?

Cinco de Mayo is a Mexican holiday popular among bicultural Hispanics. In fact, 40% of Hispanic consumers celebrate Cinco de Mayo, compared to 13% or fewer for consumers of other races. 

2. Among Hispanic consumers, Gen Z describes the Cinco de Mayo celebration as “traditional”, while Boomers are more likely to describe it as “festive.”

For most celebrants, Cinco de Mayo is not just about tequila and partying.

In fact, hispanic consumers are the least likely to rate their Cinco de Mayo celebrations as lively, rowdy, or over-the-top. However, the polarity in generational attitudes toward describing it confirms  what we already know about Gen Z: they respond to authenticity, making them more likely to appreciate traditional approaches to celebrating Cinco De Mayo. 

3. Nearly half of Hispanic consumers (46%) believe American celebrations of Cinco de Mayo misrepresent Hispanic culture. Authenticity is key when engaging Hispanic consumers on this holiday.

In recognition that Avocados from Mexico has an authentic connection with Cinco de Mayo, the brand launched an experiential and social media campaign called “Guac It,” which asks consumers to share their Cinco de Mayo guacamole recipes.

The brand also partnered with three food trucks located in New York City to give out free food made with avocados.

In order to win over the hispanic segment, brands must make it clear that they know the importance and relevance of the holiday. 

4. Hispanic consumers overwhelmingly choose beer as their drink of choice on Cinco de Mayo.

In 2018, beer giant Corona became the Official Import Beer of the Kentucky Derbyaptly scheduled on Cinco De Mayo the following two years.

During this activation, attendees of the Kentucky Derby could join the Corona de Mayo fiesta”, designed to “remind consumers that Cinco de Mayo is the first fiesta of the year and the official start of summer.”  

Corona’s move to partner with the Kentucky Derby shows how important it is to connect with the Hispanic segment by celebrating their culture.

5. 1 in 4 Hispanic consumers says they always drink tequila to celebrate the holiday.

This year, Jose Cuervo launched #CincoToGo, a social media driven campaign geared toward supporting the small restaurants impacted by Covid. In exchange for a free meal, covered by Jose Cuervo, “customers must dine at Mexican restaurants that have 10 outlets or less, keeping the contest focused on patronizing small businesses.” 

This is a great example of how brands can connect with the hispanic segment and enable giving back to their community. 

Interested in learning more about how to authentically engage Hispanic consumers? Fill out the form to download an excerpt from, “Essentials of Hispanic Marketing.”

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Case Study By Industry | Alcoholic Beverages

Case Study By Industry | Alcoholic Beverages

Amplifying Multicultural Voices with the Science of Culture

CHALLENGE

A leading global portfolio of top alcoholic beverage brands needed to deepen their understanding of culture.

Their North America operation launched an initiative in 2019 to future-proof their brands through a comprehensive “Cultural Fluency” audit of 20 brands including select competitors.

The brand’s goal was to build the organizational capacity to understand younger, intrinsically diverse LDA consumers, a segment Collage Group defines as the New Wave.  The mission was to drive brand growth while providing a platform for motivating internal change.

Primary Research Objectives:

• Understand key cultural traits of the New Wave Americans, aged 21– 40, and validate them for the alcoholic beverage category.

• Identify where traits and values resonate across diverse segments as well as where they diverge.

• Build a framework and set of principles that can be applied to creative executions across the company’s portfolio.

Learn more about Collage Group’s consumer insights in our Category Essentials for Alcoholic Beverages and fill out the form to download a sample of the research.

Category Essentials - Alcohol

SOLUTION

Collage Group developed a Cultural Fluency Roadmap to guide the brand in achieving their business objectives. This included:

  1. Quantifying the Cultural Traits of target consumers for their spirit categories. Building in additional layers to understand nuances across age, gender, ethnicity and shared experiences.
  2. Mapping the Cultural Traits of each target consumer segment to key brand equities, to identify growth opportunities and help to prioritize which segments brands should work to address and in what way.
  3. Providing deep creative evaluation of ~20 executions from the brand’s portfolio and competitors, to better understand the “why” behind how these Ads performed across diverse segments, while establishing key metrics for success.

RESULT

Through this intentional approach to becoming more culturally fluent, our client achieved success in two areas, including:

  1. Deeper cultural understanding of how to drive resonance among growth consumer segments, in particular Hispanic and Black consumers.

  2. Key lessons for creating culturally fluent creative and evidence to validate the power of integrating nuanced multicultural insights in authentic stories, that will resonate across a broad audience.

Through Collage Group’s superb client communication and Ad testing, Collage was able to identify key intersections in the Cultural Traits shared by both Hispanic and Black consumers. These included values around generosity, optimism, and community – that were all highlighted within the execution. 

Their ad’s tight storyline and clear messaging over-indexed among consumers across all races and ethnicities, as measured by Collage Group’s CultureRate product, and performed especially well with Hispanics.

These insights enabled the brand to learn exactly why their campaign was a success.  Most importantly, the analysis revealed a key set of cultural principles that could be applied to future executions to make other brands more successful in expanding their consumer base as well.

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Multicultural Consumer Category Pulse Check: F&B, Alcoholic Beverages, Media, Telecom & QSR

Multicultural Consumer Category Pulse Check: F&B, Alcoholic Beverages, Media, Telecom & QSR
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The life of American consumers today seems to have only one constant – change. To keep up with these changes, we provide our members timely and relevant learnings they can use to fine-tune their multicultural consumer research and marketing strategies.

We offer these learnings at three levels:

1. Consumer demographics, cultural values, and passion points (Multicultural Essentials)

2. Consumer attitudes and behaviors within specific categories (Category Essentials)

3. Consumer perceptions of individual brands and advertisements (CultureRate:Brand and CultureRate:Ad)

Understanding this second level – how diverse consumer segments approach the industries relevant to you – is the focus of Collage Group’s Category Essentials reports.

These biannual reports provide a high-level view of the category-specific trade-offs and considerations facing today’s consumers.  They contextualize what you learn about America’s major consumer segments in the Multicultural Essentials by placing these segments within specific industries and categories. The reports’ category-specific coverage also provides insight that can help you better understand how your Brands and Ads are doing as revealed by your CultureRate:Brand and CultureRate:Ad reports. 

Through Collage’s consumer-level expertise and the input we receive from members on issues of high priority, we develop the insights you need to understand key similarities and differences across multicultural segments. Equipped with these insights, you will be able to better navigate topics of interest and importance for your category and target consumers.  We plan on revising all Category Essentials decks twice every year.

Collage Group members can exclusively access full webinar replays and more in-depth Category Essentials materials for the following categories:

Food & Beverage

QSR

Alcoholic Beverages

Media

Telecom

To learn more about our multicultural consumer category research, fill out the form below.

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Measuring the Cultural Fluency of Ads: Alcoholic Beverages

Measuring the Cultural Fluency of Heineken
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In this CultureRate:Ad study we had the opportunity to test a recent ad by Heineken, “Connections”. The ad reflects how people can stay connected to one another while quarantined during the COVID-19 pandemic. And it touches on the ups and downs of physically-distanced socializing. The ad was a hit! It resonated across all multicultural consumer segments — Hispanic, Black, and Asian — with an A-CFQ score of 75 or higher for each group.

Screenshot of Heineken Advertisement,

From Heineken’s Advertisement, “Connections”.

One interesting insight about this advertisement is that all of the ad elements (music, characters, story, and visuals) struck a chord with viewers. 

It’s not often that we see this kind of  balance among ad features. So this indicates there’s harmony going on in the ad where all the elements play into each other nicely. Achieving harmony among ad elements is an important step in guarding against viewer confusion, an emotional response that can harm an ad’s performance.

Another point worth noting is that this ad was seen as highly relatable.  Remember, it’s about both the ups and downs of socializing while physically distanced. It features themes such as connecting remotely with loved ones and the inevitable tech troubles that I’m sure we’ve all experienced by now. It functions as a reassuring reminder that we’re all in this together — nobody’s wifi or at-home setup is perfect, things kinda suck at times, but we can still kick back with a beer and connect with friends.

Graph showing that Heineken's advertisement elements are well-balanced and relatable
Chart showing high word-of-mouth metrics among viewiers

Our CultureRate:Ad metrics indicate that Heineken’s ad was seen as both relatable and enjoyable. 68% of viewers felt like this ad was for them. This was above the ad set norm of 60%, making Heineken’s ad the number one relatable ad we tested. 75% of viewers enjoyed the ad. The norm was pretty high for this set at 71%. Even so, this ad raises the bar coming in at number three. And then for both of our metrics that point to an ad’s ability to drive word of mouth influence – talking about the ad with others and reacting to the ad on social media – Heineken’s ad captures over half of viewers. Again, over-indexing compared to the ad set norm, making it the number two most share-worthy ad of the set.

Finally, Heineken’s ad did an excellent job of eliciting positive emotions, likely an effect of it being a highly relatable and clear feel-good ad in the middle of tough times. The ad outperformed most alcoholic beverage ads in evoking happiness – at 49%, it’s far above the norm! And Asian and White viewers over-index, feeling especially happy watching this ad.

Graph showing happy, excited, and proud as highest reported reactions to the ad

We’re constantly conducting CultureRate:Ad and CultureRate:Brand studies for our members that subscribe to the Latinum (multicultural research) and genYZ (generational research) platforms . If you’d like to learn more about the benefits of being a member, please fill out the contact form below.

Don’t forget to save a spot at the next Collage Group virtual webinar! Visit the events page for more details and registration. 

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Measuring the Cultural Fluency of Brands: Alcoholic Beverages

Measuring the Cultural Fluency of Brands: Alcoholic Beverages
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Collage Group just launched new syndicated research streams ranking ads and brands on cultural fluency. CultureRate:Ad and CultureRate:Brand are major new initiatives that provide a solution to our members’ mounting need for a comprehensive, ongoing analysis of the cultural fluency of branding and advertising. 

CultureRate:Ad and CultureRate:Brand are part of a larger initiative to place every member’s brands and ads at the center of what we do. In the last two weeks, we begin our 2020 CultureRate:Brand initiative with the release of rankings in alcoholic beverages.

Our rating system is built on two years of research into how best to measure cultural fluency. Our 2020 initiative is the first step toward realizing a vision of a comprehensive and transparent database that reveals what works and what doesn’t.

CultureRate:Ad is based on over 120,000 responses to approximately 150 ads in 8 categories, with deep multicultural, Millennial and Gen Z oversample. We piloted CultureRate:Brand with four investigations testing over 100 brands with 6000 consumer responses.

For each investigation we are testing ads and brands with approximately 450-500 consumers between 18-39 (21-39 for alcoholic beverages) equally divided across three levels of Hispanic acculturation, Black, Asian and White. Except for personal care and beauty categories, the sample is equally divided across gender. We also capture respondents’ cultural attribute profile and other demographics factors. This can enabled detailed assessment and lookalike identification of high frequency, high affinity or culturally similar consumers.

We hope that access to this database will motivate more inclusive advertising to drive up Cultural Fluency across every category.  It’s time to raise the bar for everyone.

alcbevbrands

In that spirit, we offer all members a free detailed mini-report on one ad and one brand for each membership subscription (Latinum and GenYZ). Members may obtain additional reports on any ad or brand 2 and 3 credits respectively, or add additional ad and brands (and obtain reports) for the same fee.

We also offer members the opportunity to commission detailed custom analyses of our data or commission engagements to using our rating methodology.

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Discover More Insights

Measuring the Cultural Fluency of Brands and Ads: Alcoholic Beverages Brands and Personal Care Ads

Measuring the Cultural Fluency of Brands and Ads: Alcoholic Beverages Brands and Personal Care Ads
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Collage Group is ranking ads and brands on our all-new, proprietary cultural fluency metric. Fill out the form to download a sample of the study where you will learn more about our process and find out how top brands rank.

CultureRate:Ad and CultureRate:Brand are major new initiatives that provide a solution to our members’ mounting need for a comprehensive, ongoing analysis of the cultural fluency of branding and advertising.  This is especially for the “New Wave” of younger Americans who regardless of race or ethnicity are highly responsive to multicultural themes, representation and stories.

CultureRate:Ad and CultureRate:Brand are part of a larger initiative to place every member’s brands and ads at the center of what we do. In the last two weeks, we begin our 2020 CultureRate:Ad and CultureRate:Brand initiative with the release of rankings in alcoholic beverages and personal care.

Our rating system is built on two years of research into how best to measure cultural fluency. Our 2020 initiative is the first step toward realizing a vision of a comprehensive and transparent database that reveals what works and what doesn’t. CultureRate:Ad is based on over 120,000 responses to approximately 150 ads in 8 categories, with deep multicultural, Millennial and Gen Z oversample. We piloted CultureRate:Brand with four investigations testing over 100 brands with 6000 consumer responses.

For each investigation we are testing ads and brands with approximately 450-500 consumers between 18-39 (21-39 for alcoholic beverages) equally divided across three levels of Hispanic acculturation, Black, Asian and White. Except for personal care and beauty categories, the sample is equally divided across gender. We also capture respondents’ cultural attribute profile and other demographics factors. This can enable detailed assessment and lookalike identification of high frequency, high affinity or culturally similar consumers.

We hope that access to this database will motivate more inclusive advertising to drive up Cultural Fluency across every category.  It’s time to raise the bar for everyone.

We offer members the opportunity to commission detailed custom analyses of our data or commission engagements to using our rating methodology. If you’d like to learn more about the benefits of Collage Group’s membership, please don’t hesitate to reach out.

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Do Millennials think Marijuana is Healthier than Alcohol?

As marijuana is legalized in an increasing number of states, the conversation continues around how it will affect the alcohol industry, and whether it will serve as a complement or substitute. How consumer attitudes towards health and wellness evolve will be an important determinant of its impact on the industry.

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Wine Consumption and Trends Among Millennials

Now that nearly all millennials are 21, we dig in to how they perceive and consume wine, as part of our larger study on millennial alcohol consumption.  Learn how they compare to older generations, and discover their drinking habits and overall attitudes.

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Alcohol Attitudes, Consumption, and Trends Among Millennials

Now that nearly all millennials are 21, we examine how they perceive and consume alcohol.  Learn how they compare to older generations, and discover their drinking habits and overall attitudes towards alcohol.