Costa’s ‘finer’ tier premium stores.
Costa needed to reassert leadership in coffee in the face of independent chains. We used insight, foresight, consumer co-creation and iterative testing to launch a premium ‘Finer’ tier in UK ‘urban villages’. From this pilot, we informed onward UK rollout and helped to validate the concept internationally.
a new edition ‘sheep in wolf’s clothing’.
Jägermeister had to down-age and widen occasion beyond its infamous hedonistic shots to target lower key moods and moments. We created brand extension names and propositions and iteratively tested with new targets to create Jägermeister Scharf, which launched in 2019.
global flavour strategy.
Magnum’s global team in partnership with their Flavour House had defined all future Magnum flavour combinations but had done this without using a brand filter. We shaped a brand-led flavour framework, toolkit and Flavour Manual to help markets innovate in a brand-ownable way.
a case study in more detail.
Unilever: Turning insight and foresight into premium haircare innovation.
Unilever’s House of Care haircare team had ambitious innovation goals as part of the business’ global premiumisation agenda, with Dove and Nexxus brands in focus.
We ran an in depth insight study with female luxury brand consumers and high end stylists in USA, UK, Brazil and China and complemented this with directional haircare trends and inspiring luxe personal care semiotics. These were the foundations for a three day fast track insight-led ideation workshop. We used Superconsumers, diverse Unilever haircare teams and fast track hothouse iterative evening concept testing with all four market target nationals to identify scalable premium brand ranges.
These new range concepts achieved landmark BASES scores in all markets and went on to fill the premium haircare pipeline.
The project was completed within four months - from insight to winning concept design and test. Premium consumer audience archetyping and insight as well as Luxe semiotics were shared with most of the Global Personal Care division in an immersive applied innovation Luxe Insight Day.
“
We are putting together our year’s achievements for PITCH and the Luxe Hair case study is the best we have in terms of pure brilliance from start to finish – and the fact we are filling the premium innovation pipeline for hair out of it is testament to its success.
We are putting together a presentation this week to share with Paul Polman and the Personal Care Leadership team.”
— CMI Director Unilever, Premium Pitch
