The Chatpata Test
Decoding Consumer Response to the Kurkure x Ching's Launch
A high-energy flavour collaboration sparked strong consumer chatter, but the strategic question went beyond campaign buzz.
The real issue was ownership: what consumers remembered, which brand carried the conversation, and how the partnership could create longer-term momentum.
The project decoded public response across search and social, reading sentiment, flavour expectations, celebrity impact, and brand recall signals.
It revealed how a successful launch moment could be extended into a sharper campaign platform with stronger participation and clearer brand roles.