In order to determine how brand tone of voice varies across different brands within the same category, we hit the gin. We wanted to see how language and positioning varied across the same product across three different price-points.
To do this, we analysed content from the brand websites of very well known gins – Beefeater, Bombay Sapphire and Berry Bros. No.3. We took a look at all the product descriptions, and words and phrases unique to each, and compared them.
The results of this comparison highlighted three very distinct ways of positioning a brand in a very crowded market place, which is invaluable – not only for existing competition, but also for those brand new businesses looking to break into the gin market.