Claims Engine - Case Study – Adult Beverage

Business Challenge:

A leading Adult Beverage brand was struggling with low market share and poor shopper consideration, particularly when compared to a dominant competitor. Research identified key barriers: consumers questioned product quality and simply weren’t considering the brand at the shelf. This lack of relevance made it difficult for the brand to compete effectively in its category.

Solution:

Shopper1st facilitated a strategic Claims Workshop that generated over 100 potential product Claims. These were evaluated using our proprietary database to identify which Claims would most powerfully drive Brand Share. The top 8 Claims were then validated through quantitative research. We also optimized the visibility and language of these Claims using our Shopper Design principles to ensure they would be seen and understood at shelf.

Impact:

Every Claim tested outperformed the control and increased Brand Choice versus the category leader. The highest-performing Claim delivered a remarkable +77% lift in Brand Choice, alongside strong gains in Brand Equity and Future Purchase Interest. This validated not only the power of Claim development but also the importance of ensuring claims are easy to notice, process, and believe in a real-world shopping environment.