We first wanted to get right to understanding people and conducted online diaries to uncover shopping habits within the C&G space and barriers when shopping for and eating healthy foods. We then dove deeper by conducting in-home ethnography sessions – to understand people’s relationships with nutrition, and what their dreams and desires were when shopping for healthy foods.
In tandem with this, we conducted trend treks using desktop research and expert interviews, to tap into the most forward thinking trends to help illuminate emerging white spaces.
Through this work, we were able to bring to life the rich nuances of ‘the healthy foodie’ (news flash – they aren’t as extreme when it comes to their health that our brand expected!) and shift the client team’s perception of who their audience truly is.
We were then able to merge those insights with the trends we uncovered to present five rich, robust dig sites for innovative exploration, and organized them from short-term to long-term, to fuel the pipeline for the brand well into the future.
Connecting Brand and People
Connecting brand and people means practicing empathy and immersing your brand in your customers' daily lives to gain firsthand experience. One of the best ways to practice empathy is to experience it with your target. This sports drink brand signed up to do just that, getting out of the office and into their consumers' everyday lives; taking a walk “in their shoes.”Read More
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