Božkov Special: the birth of a new category of domestic rums

Assignment

Revitalization of the domestic rums market and creation of a new category of “domestic rums of tomorrow”, which would also appeal to young consumers aged 18-30 and consumers who appreciate an interesting taste at the age of 35+.

Solution

We engaged not only current and potential consumers in this exploration and research project, but also the internal team of the client and its agencies´ representatives. Through the online bulletin board and questioning brand lovers from Facebook, we mapped the current perception and use of domestic rums. We identified and subsequently developed the most promising conceptual and product directions and did a quantification research of their potential. The result was Božkov – Special Coffee (Speciál kávový), one of the most successful innovations in terms of perception, profitability and sales results (although it was launched at the time of prohibition in 2012) and later on also other flavors of Specials incl. White. In addition to products, we helped the family of Specials grow further also in terms of design and communication.

If you want to know more about the research of fast-moving goods and the creation of innovative ideas for new products or services, please contact Petra Víšková at: +420 731 102 333, or by e-mail: viskova@confess.cz.