How to ensure the teenage brand stays relevant across all ages?
Teenagers, who once drunk the beverage when it all started, have become older and their taste buds have evolved, too. The current products were no longer part of their preferred repertoire. Hence, the brand had to re-define itself and develop a consumer proposition that targets a broader range of consumers.
An agile approach was needed, involving several, iterative project phases for the optimal consumer proposition to be developed across countries. Epinion supported the brand team across the whole innovation journey – from generating initial insights and narrowing down the number of potential propositions, iterative sensory tests to ensure the optimal flavour is chosen to evaluating packaging designs ensuring high stopping power in stores.
Once launched, the new product range made up almost 50% of the brand volume sold in the first month on shelves.