Innovation doesn’t stop with product creation

The Client

Goodradigbee is an innovative distiller based in Australia that uses a unique approach to maturing their spirits via Australian hardwood cubes. Offering malts, gin and vodka, their spirits are not like anything you’ve ever tasted.

The Challenge

Since its founding Goodradigbee has evolved its brand positioning and built a loyal and strong customer base. This has predominantly been with a male dominated audience and the team had strong learnings on what did and didn’t work for this buyer. With recent product expansion, the team were keen to now understand how to best express the brand in a way that was relevant and inspiring for a female audience.

The Approach

Using a rating testing approach, the Goodradigbee team tested five different creative concepts, including one ‘wild card’, to see how they resonated with their new persona. They also dug deeper and tested some specific messaging to understand the motivations behind purchasing their premium product. 

The Result

In only a few days, the marketing and creative team had clear feedback on what creative territories were most appealing, alongside the specific messages that resonated best. These findings highlighted to the team a clear theme to emphasise with their female buyer as well as give the wider team confidence moving to the next step of creative development.