Is funny packaging compatible with high-quality beer?
Uiltje, beer brewery
Uiltje asked to gain insight on how Dutch beer drinkers (real aficionados as well as regular drinkers) view ‘fresh’ beer and the benefits it offers. Furthermore, to understand whether Uiltje is perceived as a high-quality beer, and whether its comic packaging gets in the way of that.
We gathered a group of beer fans from our online community, Food Forum. These members participated in a series of online activities, including polls, online discussions and photo assignments. Participants were recruited through a professional research panel.
We helped Uiltje by giving them a better understanding of how their target audience views the brand, and how to communicate the high quality of their beer – in a way that fits their style.
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