Wow, a full twelve weeks test marketing... looks like they're dead serious about it. ;o(
following on from your earlier post whatever did happen to the Jacobsen range. Did it die or was it pulled from the UK market?I can't help but think that this Eve stuff will bomb. This of course might be wishful thinking, I hope not!
It will bomb, but not because it's crap. It will bomb because the type of people this is aimed at want BIG brands that suggest luxury and sophistication, not tacky ersatz ones. It would probably do very well indeed if it were branded Dolce & Gabbana.
Thanks for the link. I can exclusively reveal, having spoken to several women who have tried it, that is indeed as bad as it sounds. Overpriced and underwhelmed was the general consensus.
Rob, EVE's a Carlsberg thing, not Coors.
This will go down in marketing history as one of the 21st century's very worst ideas.