FINDING RELEVANCE AMONG HISPANICS
Smirnoff wanted to increase its relevance and aspirational status among Hispanic consumers in the U.S. So to find out, we spoke with over 80 consumers of Mexican background across acculturation levels in Los Angeles and Houston.
We conducted online journals, focus groups and ethnographies to uncover aspirations and tensions, category attitudes and behaviors, brand associations and competitive white space.
The work was performed in partnership with Agent A.