The client team was facing strong pressure to come up with product concepts to revive a brand operating across several beverage categories facing different challenges and opportunities.


Cimgio introduced, trained the client team and led them though an innovation programme grounded in true consumer insights.


Cimigo facilitated insight and concept development workshops, trained category teams on the innovation process. Including consumer immersions, turning consumer observations into insights and concept writing. Together with category teams Cimigo identified the best concepts for development. 

Qualitative 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. Cimigo directed better choices which led to four distinct innovations being launched across six countries and multiple categories.

Decoding and re-engineering

May 28, 2021

A former leader in a fast-moving category watched their equity and shares decline over three

Category strategy development

May 28, 2021

Leading the development of an annual marketing

Positioning that resonates

May 28, 2021

"Yes this milk-formula used to be very popular. But today they