Mug Case Study

Market research

Case Study

  • BRAND:Mug Root Beer (Pepsico)
  • TYPE:Research for iconic package design

Mug Rootbeer needed an innovative strategy given its limited marketing budget to compete with rivals with greater spend. We were an integral part of the marketing team that developed an iconic package design.

A character based strategy was conceptualized to differentiate the brand. To develop and optimize this character needed an array of foundational learning and qualitative and quantitative research, to align the character to the brand and the larger cultural archetypal context, for break through appeal at the shelf.

Package design changes occur frequently in soft drinks category, however the deep business and cultural insight driven “Mug Dog” character has sustained many years, a testament to its commercial success.

Research Methods
Foundational insights development through existing knowledge synthesis, Qualitative Research (multiple focus groups, in-depth interviews), Concept Tests (Quantitative), Packaging Test (Quantiative).