The Zandl Group
Reintroducing Dewar's White Label through culture
MY ROLE
Research Coordinator, Insights Mgr.
FOCUS
Insights, Brand Positioning
INSIGHTS, BRAND POSITIONING
CASE STUDY 07
THE CHALLENGE:
Bacardi needed to reintroduce Dewar's White Label, a heritage whisky, to a new generation without losing its credibility.
MY ROLE:
Played a key role in a year-long repositioning with Bacardi and Shepard Fairey's Studio Number One, leading immersive field research.
THE APPROACH:
Went into the culture. Ethnographic research across New York, Los Angeles, Austin, Portland, and Seattle.
Translated behavior into strategy. Motivations and cultural signals shaped positioning and the experiential rollout.
Brought clients into the field. Immersions put brand teams in consumers' lives.
Ran the research engine. Helped build and scale the qualitative practice, managing recruitment, screening, field logistics, and multi-city planning, and pairing qualitative findings with quantitative data.
THE RESULTS:
Research informed a national experiential campaign across five cities
500+ ethnographic interviews, focus groups, and immersions across the practice
WHAT IT TAUGHT ME
This is where I learned to understand consumers. The insight that changes a brand rarely shows up in a spreadsheet.