Case Studies
Harvey’s Bristol Cream
Harvey’s had lost serious sales and also brand leadership to Croft Original. We researched the drinking experience of Harvey’s Bristol Cream against its competitor. We soon found that certain specific tastes and aromas in Harvey’s were triggering within the unconscious mind of younger consumers traditional and dated values which were inappropriate to consumption. the competitor (Croft) had a light contemporary wine character. Then, working with The Fourth Room, it became possible to produce a re-statement of the brand through a new blue bottle but without making any mention of the products improvements.
The product development was an optimisation where, through careful variation in the maturing process, the drinks character was subtly altered, bringing more to the fore the complexity of its taste and the sophistication of the drink, while reducing the dated aromas and flavours.
The result was that Harvey’s was reintroduced to a new generation. It retook the brand leadership and its growth continues to the current time.
