Challenge accepted. We connected with the people that know the most about the category––experts in the field of integrative holistic health, microbiome research and fermentation to name a few––who helped us see what the future of gut wellness looks like and how science and innovations in adjacent categories were already shifting consumer expectation, and would soon reshape their needs.
To ensure the innovation pipeline would also resonate with the consumer of the future, we digitally engaged with leading-edge health consumers to get a real-time understanding of all the moments when they did something in service of their gut. This peek into their behaviors helped illuminate both needs and tensions in everyday moments thirsty for a solve.
With a new needs-based (and not product-centric!) portfolio strategy, we launched into a 2-day innovation sprint, including deep consumer immersion, experiential trend treks, inspirational ideation stations, and a final session to “pitch” our top ideas to a panel of consumer “sharks!”
A range of new product ideas may soon be in a store near you!
Refreshing a Brand
After a decade of chasing every beverage trend that came around, a stalwart elixir brand of the 90s found itself on tough times — completely unsure of what it stood for (with the lagging sales to match) and without any sort of clear path forward for the future.Read More
Building a Nimble Innovation Pipeline
Having such a nimble, iterative approach to innovation leads to ideas that can quickly proceed to creative and product development briefingRead More
Gatorade: Connecting Brand And Consumer
One of the best ways to practice empathy is to actually experience it with your target. Gatorade signed up to do just that. They wanted to get out of the office and into their consumer segments’ everyday lives... and to really take a walk “in their shoes.”Read More