Case study #3 keyboard_arrow_left keyboard_arrow_right

INNOVATION
Kids Beverage Innovation Pipeline Development
RESEARCH OBJECTIVES:
  • Develop and optimize product concepts for short-term and long-term development
  • Test and optimize product and package for each concept with moms and kids  
  • Design a global development platform in the new market space (IBM occasions)
Focus Groups TRIADS and IDIs
250+ Consumers (Moms & Kids) Across 4 Markets
Concept Optimization & Product Testing
CONCEPTS OPTIMIZATION
Which concepts resonate with target audience the best and what language is the most motivating?
  • Key elements of the concepts and potential occasions were evaluated
  • Wording of the concepts was optimized, and concepts were prioritized based on appeal and willingness to try
PRODUCT OPTIMIZATION
Which product execution best matches the concept(s) and which need development?
  • Detailed product tasting and package testing with target audience (moms and kids)
  • Next iterations of long-term concepts were tested to establish line extension opportunity and hierarchy
PIPE-LINE STRATEGY
What should TANG development platform look like?
  • Optimized short-term ready to launch products as well as long-term concepts with recommendations for further development
  • Optimized concepts for the key target audience & occasions
  • Optimized products and packages to match the concepts