New energy for Germany

Einer der größten Softdrink-Hersteller stieß auf eine interessante Energy-Marke in den USA. „Wie wär‘s, wenn wir die auf den deutschen Markt bringen? Da geht doch was!“ Die Schwierigkeit: Unser Kunde…

Strategic marketing framework for a new energy drink 

Module: Explore 
Keywords: Consumer insights, Persona validation, market mapping, multi-method approaches 

One of the largest soft drink companies came across an interesting energy drink brand in the USA. "What if we brought it to the German market? There's something there for sure!"

The challenge: Our client knew virtually nothing about the energy drink market.  

What motivates people to buy and use energy drinks? In what situations are energy drinks consumed? What are the relevant demand spaces and consumer segments? Who are the most important competitors in the market and how are they perceived? Where is room for a new value proposition? 

Using a multi-method approach, including in-depth interviews, shop-alongs, and a representative online study, the team built a deep understanding of the German energy drink market. This served as the basis for a strategic marketing framework.

Since then, it has been the basis for marketing communications, new product development and portfolio design — and has been updated twice. And the brand is now one of the top three brands in the German market. 

Want to learn more? Talk to ...

Anne Hoffmann | Associate Director

These cases might also whet your appetite


Speed dating with BBQ flavor

How can we learn about new flavors quickly, on a lean budget, and without direct competition? With expert panels and efficient methods...

Technology in search of thirst quencher 

Not all innovation projects start with market gaps or unmet needs, many start with new technologies. How do we get from there to new product concepts? With design sprints...

Searching a job for plain cream cheese

During an inspiring exchange with our customer, we brought the jobs to be done theory into play: What jobs does your product have? And how can we turn them into new...