Absolut Vodka faced a fierce competition from the new super premium vodka brands. Consequently, they decided to launch their own super premium vodka – Absolut ELYX. But who should buy it? And how should it be rolled out globally towards the target group?
By using Absolut’s existing segmentation data base, combined with qualitative on-premise consumer research and deep dive interviews with industry front-runners, Lynxeye revealed a small group of highly influential people. The group looked for substance and an unaltered experience (real) in what they drink, rather than the more show-off experience that the competitive brands were selling. Once the target group was identified Lynxeye could build a tailor made roll-out strategy. The plan triggered an advocacy movement from the very top influential people.
A highly influential target group – the Farm Punks – were identified and targeted. The result was a strong launch and followed by a rapid growth with a quadrupled business* in year two.