Creating and looking to the future of a category when consumers are welded to the present by generations of strong communication and experience.
The Challenge
When consumers love a product and category, love the way it works, functions and are used to its very effective results it’s a real challenge to persuade them to look to new alternatives and think differently. Many categories have struggled to move consumers on to new alternatives with different formulations that move away from ‘what they know works best!’ However new environmental legislation was forcing a change and the New Technologies Group asked The Innovation People to explore how the new technologies would resonate with consumers and understand the strengths and barriers to launch.
The Opportunity
There was considerable commercial sensitivity around the technologies and given many were a decade away from launch the Innovation People team had to work very closely with the client to create launch scenarios, claims and a hierarchy of benefits around each technology. A program of in depth co-creation sessions with carefully selected consumers, immersion with scientists and category specialists was set up.
The Solution
Working hand in hand with the scientific research team, each technology was explored. Launch scenarios, market strategies and claims were created. Potential commercialisation was explored benchmarking with trends and future scenario mapping.
