Archer’s


Archer’s

Brand positioning / Communications development / innovation / NPD

Archer’s Schnapps was 15 years old and growth had plateaued. We were able to scope many different directions and targets for the brand – the result was a totally fresh new positioning, product innovation & communications.

We discovered that targeting women (then revolutionary in the drinks market, where masculine credibility was thought to be key) was the answer: specifically, the unique sense of fun of a girls’ night out. The resulting communications brief led to the successful re-launch and a 7-fold increase in sales.


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