Helping an iconic ice pop brand arm itself with insights around tween’s needs, wants, and expectations when it comes to afternoon snacks and ice pops, to drive future ideation within the category.
For a brand that has etched itself into summer pool-side moments for many generations, it can be difficult to push the boundaries and grow beyond what they’re already known for. Our client came to us to broaden and deepen their understanding of ice pop occasions (particularly the afternoon snacking moment!) amongst tweens, to explore how far the form and function of ice pops could stretch.
We tackled this challenge head on using a three-pronged approach. Firstly, we went into Tween’s kitchens to see what snacks filled their fridges, freezers, and cabinets to get a baseline understanding of what they eat and why (and, yes, you guessed it, we saw a lot of chips, crackers, granola bars, and even pizza rolls). Secondly, we had 1:1 conversations with tweens (without their parents around!) to get their unfiltered thoughts on snacking and where ice pops fit into the mix. Lastly, we wrapped up with short conversations with parents, to complete the picture of how snacking moments truly come to life in tween households on a daily basis. We even got a glimpse into the conflict management that occurs around snacking between parents and tweens! It was interesting to say the least.
Not only did we provide our client with three distinct tween afternoon snacking need states and how to fulfill them, but we also delivered insight into tweens and parents mental models regarding ice pops and how they differ from snacks. Thus, identifying clear paths for future ideation.
Refreshing a Leading Drinks Brand
Once upon a time, a leading Mexican drink brand was the ‘main character’ on the shelves of Mexican homes and bars, but lately, it had lost its way and become a ‘side show’ to Tequila and Mezcal.
With that, one of the pioneer brands in the kombucha space needed help seeing into the future. To grow the category, and define what the gut health space has the potential to become, it needed to first reimagine its portfolio strategy—from product centric, to needs driven—and then craft its pipeline for success.