How will a bottle redesign for Olmeca tequila forge relevancy with new consumers across very diverse markets?

150 consumers of spirits

5countries: China, Colombia, Russia, South Africa, Turkey

"We are super happy that this research has allowed us to move forward so well. Of course, the resulting design is cool but I’m sure that the presentation of insight - both its flow and content - have been the determining factor of this success! Well done."

Damien Batteux (Global Marketing Manager, Olmeca)

Methods
  • Cultural insights
  • Consumer behaviour
  • Mobile ethnography
  • Remote testing
The Opportunity

Olmeca Tequila is owned by the Pernod Ricard Group. Steeped in tradition, the brand is produced in Jalisco, Mexico, using hand-picked agave that’s distilled in copper. Olmeca was launched in 1967 and now has a presence in over 80 countries. The aesthetic of Olmeca had not been changed for over a decade and intO was appointed to work alongside design studio, Yorgo&Co. The objective was to modernise the packaging in a way that respected the brand’s heritage and forged relevancy with consumers across many varied regions. 

Our Approach

intO recruited Olmeca ‘party people’ brand advocates across five diverse markets, as well as advocates and consumers of other brands and products within the spirit category. A moderated, remote survey was combined with detailed interviews to test three new bottle design options, and six sets of different design features. Our researchers gathered qualitative data in relation to competitor analysis’, brand perceptions, evaluation of design details and purchase intentions. The research was implemented in each market simultaneously and we worked incredibly closely with each regional stakeholder team, communicating in the native language to enhance engagement, efficiency and unity.

Business Impact

The research delivered an in-depth qualitative analysis of regional preferences that could be compared to global quantitative data. Insight, data and strategic recommendations were provided in the five local languages, as well as in translation for the global team, delivering clarity and confidence about the design direction. Crucially, our close collaboration with each regional team of stakeholders allowed us to align perceptions and expectations and ensure that each group felt empowered by the process.

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