Henry’s Hard Soda and Henry’s Hard Sparkling
Working as an outside research supplier – and in conjunction with outside designers – Research Essentials employed a range of qualitative research methods to develop, refine and, ultimately, bring to market Henry’s Hard Soda and Henry’s Hard Sparkling. Relying on in-home ethnographic tours and interviews, in-home buddy groups, product sampling, store visits and focus groups, our research team helped not only bring to life Henry’s Hard Soda in 2016, but also worked on the line expansion to Henry’s Hard Sparkling, which was introduced less than a year later. Our work encompassed concept testing and refinement, packaging testing and refinement, ad testing, product sampling and, overall, understanding the consumer desire, proposed occasions and product trade-outs for the concepts that eventually became Henry’s Hard Soda and Henry’s Hard Sparkling.
Working both with Molson Coors’ internal and external teams over 18 months, Research Essentials employed multiple round of focus group research to refine both the concept and the packaging for what became Two Hats – introduced to market in February 2018. Recruiting the young Millennial consumer ages 21 – 23 is never easy, but social media outreach helped our team engage over 100 Millennials as the overall product proposition moved from a general idea to a refined concept. Two rounds of packaging research ultimately helped narrow the options and refine the final packaging mix.