Case Study

Dark Branding

By implementing Dark Branding techniques, CleverFunnel was able to determine what positioning is best – and worst – received by the Molson Coors customer base in order to market-test a bold new approach without risking backlash for the Fortune 500 brand.

The Challenge

Molson Coors had created a product that could be game-changing, but might also ruffle some feathers with loyal beer-drinkers. The project also needed to be kept secret from the public in case competitors caught wind. How do you test your brand positioning while still keeping your project under wraps?

The Solution

Dark Branding. This meant creating an entirely new company along with all social media, website and ad campaigns. This let us test anything and everything we wanted in order to find answers.

The Results

By learning what consumers really care about in their product before taking a new innovation live, Molson Coors was able to effectively mitigate the risk of backlash and stack the deck in their favor before launching the product.

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