client: Johannes Leonardo
brand in focus: -196 (Beam Suntory)
service: Gen Z custom research
The Ask:
Support JL’s launch of Beam Suntory in the US markets by testing -196 creative with Gen Z to ensure it will resonate with young audiences.
The Approach
dcdx recruited a representative target audience, and conducted in-depth focus groups, followed by DM conversations, to understand and test reactions to the creative, and help Johannes Leonardo refine and execute their work.