Becherovka + YYY agency: “Concept tests simply work."

1. Background

Becherovka is a well-known herbal liqueur from Europe with deep roots in tradition. Its recipe hasn't changed in over 200 years, and the distinctive green glass bottle has been around since 1907. The brand often celebrates its heritage by featuring its distinctive brand symbols in its ads. In late 2023, they decided to focus on the bottle cap and what they refer to as the "bittersweet nightcap."

2. Pain Point

YYY agency and the Becherovka team needed to find out if people would understand the cap concept and associate it with Becherovka. They chose to work with Behavio, a partner they'd used before for testing campaigns and refining brand positioning

3. Behavio's Insight

With Behavio's guidance, the client teams decided to present the concept as a video storyboard. They created a one-minute video with background music and a voice-over to explain the action. After uploading it to the Behavio Platform, they had clear insights within a few days on whether the concept was effective.

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4. Outcome

The storyboard was well-received! Viewers understood the message and easily recognized the Becherovka brand. They interpreted the cap's journey as a symbolic post-meal moment. However, there was one small issue: many viewers felt uncomfortable with the cream puff shown next to the herbal liqueur. Based on this feedback, Behavio recommended changing to a different dessert.

The client took several suggestions from the test into account for the final production. For example, they replaced the cream puff with a strudel, which proved to be a great choice in later testing. They also adjusted the spinning cap scene, toning it down and only using it in shorter, six-second spots.

By testing, making adjustments, and listening to their audience, Becherovka and YYY agency were able to create a campaign that truly connected with people. It's a great example of how user feedback can shape a successful marketing strategy.