Strong pressure to come up with product concepts to revive a brand operating across several beverage categories facing different challenges and opportunities.
A seamless process of best practice research fused with strategy sessions led by Cimigo kept the brand team on point with their discoveries. Strategy sessions gave the teams a contextual perspective of their brand versus competitors. Clear decision criteria were put in place for identifying the best product concepts.
Cimigo facilitated integration workshops, documented group learning’s and identified future challenges for each category thus providing the core input to marketing and R & D plans. We, together with category teams, identified the best concepts for development. Concept iteration with consumers led to optimal concepts. These were quantitatively validated producing volume, value and source-of-business projections with simulated investment scenarios for distribution and communications. Four distinct innovations were launched across six countries and multiple categories.