There are over 170,000 words in the English dictionary, each with their own meanings and nuances. Advertisers are in the difficult position of choosing just the right combination of words to communicate their brand, often finding themselves missing their intended mark. This is a situation Bob’s Bourbon wanted to avoid. Bob’s teamed with Nielsen to test key phrases and messaging, striving to identify which concept best promoted their distinct brand. Nielsen helped to identify the exact language that would entice buyers, differentiate a premium product, drives sales, and penetrate a national market.