The festive season is a critical period for alcohol companies. The trends that emerge over this time, particularly in the on-consumption environment, drive demand for brands in the upcoming year. IGI is tasked with providing one of the largest beverage distillers in the world, with a yearly update on the biggest opportunities emerging from evolving socialising trends & consumption habits.
IGI collaborates with a carefully profiled segment of consumers over the festive season in JHB, DBN and CT to record and identify socialising trends. A team of strategists & ethnographers work closely with these segments to bring the insights they identify to life.
The research has been providing brand teams, sales, agency partners and
deployment teams with an early warning system to identify key insights for upcoming activities in order to maximise on identified trends.
IGI worked with consumers to produce photo diaries, snapshots from shopping & home visits & powerful films displaying a united archetypal African consumer.
IGI collaborated with a panel of young South African girls in order to experience a day in their lives.
IGI worked with consumers to identify key subcultures, scenes and emerging activities across 9 African countries.
Cape TownUnit 301