Creating the next wave in low & no alc. drinks.
Decoding the evolving low and no alcohol drinks market for AG Barr to shape a projective themed landscape for the business to innovate against in a series of ‘adult soft’ new brands. First to launch were St. Clements and Rubicon Street Drinks, with a pipeline of NPD filled.
creating Arla Explorers to delight kids & mums.
Arla wished to tap the ‘mum-kid sweet spot’ in healthy kids’ snacks. Chinese & EMEA ethno insight on mums’ provider needs vs. 4-7YO kids’ snacking desires were fused with a ‘psychology of play’ deep-dive to inform innovation pillars for a global ideation workshop. From this, the brand launched in 2019 within 6 months.
making a fast track splash in craft beer.
A fast track innovation project to give Heineken UK an urgent foothold in the growing craft market, targeting ‘craft curious’ drinkers. A ten-strong spectrum of new craft brands were created in 10 days, involving market archetyping, proposition and name generation. Using sequential recycling, Maltsmiths led the pack and was crafted to launch in under 6 months.
a case study in more detail.
Constellation Brands: Creating a new premium and difference in sparkling wine for US GenY.
Constellation Brands had witnessed the phenomenon of prosecco and huge success of brands such as La Marca and Cupcake but had detected signs of ‘peak Prosecco’. They wanted to explore the opportunity for a new sparkling wine proposition for GenY women who are ‘adulting and loving it’, relishing new food and drink discoveries.
CBI lacked core insight around GenY, what sparkling wine moments meant to them and where new premium ‘white spaces’ for a more adult and prestige, new sparkling wine brand might lie.
We ran an in depth semiotic study of sparkling wine, went ‘up close and personal’ in ethno with our audience and then co-created and fast track tested our new brand concepts, names and early designs with the target in NYC to enable CBI to move fast to launch. The validated lead concept was agreed within 12 weeks.
“
We co-created with sparkling wine loving Superconsumers and had them narrow down from a targeted range of starter territories, positionings and new brand names. Everyone was super creative, giving lots of new ideas. This process got us to a great spot with four strong positionings to confidently develop in terms of language, story of the wine and how name, branding and bottles would evolve. It let us move quickly to core target concept test
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— Associate Marketing Manager Innovation
