EXTENDING THE NZ PURE BRAND AND REDEFINING THE CIDER CATEGORY 

Developing credible, compelling and tangible layers to the NZ Pure brand to achieve competitive advantage

NZ Pure Cider was introduced into the New Zealand cider market in the middle of the cider explosion. Off the back of nationwide research The Guild discovered a series of insights surrounding the NZ Pure brand and how it could be extended across categories and in particular build on the cider category.

The Guild conducted a piece of national research to understand the market dynamics and key category drivers. Consumer segmentation was then matched to existing and new product propositions and we discovered a series of tangible actions that could be applied to the NZ Pure brand specifically in respect to a cider product

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