Fürstenberg

The F-Club

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INSIGHT – OBJECTIVE

Brand rejuvination within the beer market that is losing significant share to adjacent alcoholic drink segments across all ages and hence develop insights to create new beer mix products for a young audience.

Research – Methodology

We created a"bohemian" underground club with limited memberships to attract the core target users. Here product was tested and users were recruited for development workshops.

Strategy – Recommendations

Our key recommendation was to re-define the brand‘s core from "aristocratic" to "bohemian", hence retaining elevated social status but with more relevance to lifestyle oriented bar communities.

Skills

Brand Development

Exhibition & Event

Focus Group

Insight Generation

New Product Development

Recruitment

Research Process Innovation

Trend & Ideation Workshop

Key Creatives

Pfadfinderei
MIA

Year

2003 – 2005

Markets

Germany

Links

www.fuerstenberg.de

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Concept development workshop with lead consumers
MIA (Mieze Katz) performing live at the first F-Club
Animation at the F-Club
Bohemian interior