Helping a category transition from manual to automated functionality.
The Challenge
Consumers can be very loyal to brand categories and delivery systems. However brands need to refresh and renew to capture new consumers and understand their changing needs and wants. The Air care category was facing several challenges. Challenges over tired delivery systems that were aging the consumers, concerns over formulation and challenges over differing lifestyles that were increasingly passed over any form of air care within the home.
The Opportunity
The category has many distinct subcategories that all faced their individual challenges. The international client spread across several global regions each with its own area of focus. The Innovation People worked pan regionally to immerse themselves in the category and understand consumers within the subcategories. Our challenge was to bring together the threads of inspiration and draw out new disruptive ideas.
The Solution
After a series of deep dive innovation workshops, a range of disruptive category concepts and new delivery systems were tested, refined and retested. Consumers were brought in to co-create on concepts and designs. A raft of innovations were submitted for development resulting in the launch of new automated delivery systems, natural fragrancing, enhanced controllability and strategies to bring on board new categories of user.
