To identify key cultural shifts that can inspire long-term innovation, we look for inspiration at the nexus of consumer, culture and category macro trends. We’ll dive into smart secondary research, take a look at syntax and visual codes and cues in the category … and talk to true experts in the space – star bartenders, master distillers and writers in the beverage industry. From there, we develop what we call “dig sites” – macro platforms that are the springboard for a lively day-long Ideation Sprint. The group will build out ideas together and identify the ones with the most energy — which The Sound then optimizes and scrappily pressure tests with consumers.
Having such a nimble, iterative approach to innovation leads to ideas that can quickly proceed to creative and product development briefing. Additionally, including a multi-functional team in our Ideation Sprints ensures that the ideas have buy-in … and are based in reality, when you start including representatives from research and development. Along with a slew of inspiring concepts, a new strategic process emerged — one that sets a foundation for the future of innovation at the company that all employees can rally around.
Understanding Tween Snacking Moments
To help an iconic ice-pop brand explore the form and function of ice-pops for tweens & parents, to inform innovation and be more relevant in tween afternoon snacking moments.Read 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
Understanding the Target Audience
A leading sports drink brand wanted to build empathy and brand loyalty by learning how to articulate the differences between its target segments. It wanted to debunk any myths or stereotypes associated with those segments, and then teach their team how to get into those different mindsets.Read More