Using Commercial Semiotics to Forecast the Future of Cool
Jayden Smith as an icon; representing the fourth sphere of Redefinition

Jayden Smith as an icon; representing the fourth sphere of Redefinition


Gin drinkers world-wide are much different than gin drinkers in the United States. Externally – too – the attitudes associated with gin were found to be geographically specific and culturally unique. This presented a problem to the world's largest producer of spirits.

We stepped in to help Diageo's flagship gin brand, Tanqueray, fine tune its positioning to better fit their primary U.S. consumer – Af-Am men. We helped our client understand notions of Swagger and the Future of Cool in America's cultural landscape to place Tanqueray at the apex.

Backed with peer-reviewed research and expert interviews, we delivered an intricate timeline that tracked the evolution of cool in America. Our semiotic analysis provided key elements to the Urban Consumer guide map, which was distributed companywide, and continues to provide insight into this culturally rich group of consumers. Further, our de-brief informed focus group discussions, project ideation, and campaign messaging.