AB InBev (Leffe)
Retail & FMCG
Shaping Leffe’s European market entry strategy
Utilising consumer insights for new market entry
Market
Europe
Engagement
Market Research
Powered by
GWI
Challenge
AB InBev was preparing to launch Leffe across new European markets and needed to understand whether its existing positioning would translate — or require a fundamentally different approach.
What we did
Using VOX, powered by GWI, we delivered segmented consumer insight across multiple European markets, tailored by demographic, region and cultural preference. The findings directly shaped product feature positioning and go-to-market messaging for the launch.
Outcomes
Delivered segmented insight across multiple European countries
Helped reposition product features based on cultural preferences
Supported successful launch planning for the Leffe product range
Impact
30% of the new market audience responds to bold, risk-oriented, interactive content — 8% more than the brand's home audience — highlighting the need to tailor messaging and channels when entering a new market.
