METAXA is the fulfilling experience of savoring time with others, as epitomised in Greek life. Its aromatic taste stimulates the senses and makes the moment last longer.
Market Situation / Problem
Metaxa, a high-quality Greek cognac, with distinct product attributes (smell, taste etc)was interested in creating a common positioning across diverse markets (Greece, Romania, Czech Republic, Russia, Poland, Germany, Hungary) and developing the executional prerequisites for consistent communication.
Our Approach / The Solution
Exploratory research to leverage similarities across countries and reveal insights into consumers’ drinking habits. Cultural Decoder to examine how Greekness is perceived and communicated across countries. Brand Idea to capture the positioning. Brand expression to create a clear framework for marketing and communications across the mix.
Result
Metaxa was relaunched in key markets with a TV commercial and on-trade promotional activities resulting in a sales growth of 30%.
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