Transforming Gut-Health Beverages

Challenge

Building an agile and transformative innovation pipeline for a probiotic drink brand.

The functional beverage category is an always growing and shifting industry, with multiple products launching monthly. This probiotic drink brand came to us to capitalize on that growth and wanted to expand it’s brand and also to reimagine what gut-health and functional beverages could look like in the future. Quite a big task – but we were ready for it!

Approach

We first talked with influencers within the gut-health, wellness and beverage spaces to gain insight to forward-looking spaces and to push categorical conventions. We then talked with our client’s audience via digital diaries to unearth who they were, what their needs from functional beverages were, and what pain points were present in the category.

We then took those learnings and developed a new brand architecture and innovative “Dig Sites” to help push the brand forward into the future. Lastly, we brought those ideas forward and conducted co-creation sessions with people to really pull apart which ones resonated most.

Impact

Insights were used to help our client hone in on the most people-centric territory for expansion, pushing the brand into the future of gut-health and and functional beverages.