Product Innovation
Competing in a densely competitive confectionery category, our client asked us to help innovate a breakthrough new product line. Our global creative community responded to the brief with a rich crop of original concepts that went far beyond product attributes: from naming and pack design to the consumer insight and creative proposition that drives it all. We refined the strongest concepts for consumer research, over half of which tested above norm and ‘ready’ to commercialize, effectively filling the brand’s innovation pipeline. One of the winning ideas ‘Ice Cream Shoppe’ has become a successful global product platform, with 6 varieties now available in over 15 countries and over 30 million bars sold.
The Work
Winning Concept
