Commercial Strategy
Flipping the Flaw: Regaining Market Leadership for a Legacy Brand
THE CHALLENGE
A legacy liquor brand was losing ground to newer competition and carried a dated perception—seen as too strong and old-school for younger drinkers. The team needed to reclaim relevance and reshape how consumers saw the brand.
What we did
Acumen partnered with the client to strengthen its customer value proposition through:
- A deep customer understanding process to surface real attitudes and emotions
- An insight that reframed “strong” not as a flaw—but as a flex: tapang
- Collaboration with the client and creative agency to bring this insight to life in a campaign that resonated across all key touchpoints
Impact
The brand’s turnaround was dramatic. It regained revenue and share, and ultimately rose to become the #1 rhum in the world. By leaning into authentic customer insight, the team reframed perception and built a bold, emotionally resonant proposition that unlocked lasting relevance and dominance.
OUR WORK
Aligning Legacy and Leadership for Growth
Our team facilitated alignment between the founding families and new leadership—creating clarity, forging commitment, and laying the foundation for long-term growth.
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Flipping the Flaw: Regaining Market Leadership for a Legacy Brand
Together with our client, we repositioned a declining heritage brand—transforming a weakness into a strength that drove emotional connection, increased market share, and propelled the brand to global leadership.
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VIEW MOREAligning Legacy and Leadership for Growth
Our team facilitated alignment between the founding families and new leadership—creating clarity, forging commitment, and laying the foundation for long-term growth.
VIEW MOREBrewing Distinction: Cracking the Code to Compete in Coffee
Our team helped a global joint venture enter the crowded Philippine coffee market—developing a differentiated brand idea that transformed a white space into a powerful growth platform.
VIEW MORE