A leading tobacco company, in a continuous quest for innovation, wanted to launch a new electronic cigarette with unique characteristics that would represent a revolution in the Spanish market. Our challenge was to inform the process of launching and consolidating the new product in the Spanish market, and to construct a proposal capable of leading the market in more conscientious and sustainable consumption.
What we did
We undertook different projects to gain an in-depth understanding of the category, its main drivers, the consumption experience and its strengths. We defined the most relevant and differentiating communication territories for the proposal, and we have evaluated the communication campaigns from the launch to today.
We employed different methodologies depending on the specific objective:
– Exploration of the category and definition of attitudinal profiles in group dynamics.
– Evaluation of the product experience with individuals over periods of one week.
– Definition of communication territories in workshop groups.
– Validation of communication routes in constructive groups, which allowed us to finetune and optimise them with the most relevant insights for users.
What we obtained
Continuous learnings that allowed us to inform and validate the brand’s strategy and actions, anchoring them in motivating insights that have been key to consolidating a leading and distinctive proposal in the market.