Innovation
A brilliant example of the way that a clear brief and solid exploration during the ‘identify’ stage can effect the output, this innovation project with Walkers resulted in two propositions for new product launches.
There were two clear areas that were targeted – a more healthy crisp option and a more flavoursome one. With competitor and consumer homework covered, the Insight team and Marketing Mums brought the insight together. The two desires met in the middle with the insight that healthier crisps meant ‘less flavour’ to customers who still wanted to enjoy their crisp moment. Tasty and healthy, so it would seem, weren’t natural bedfellows.
Until that is, we aligned with the product possibilities from R&D. With the ‘aha’ moment that baking crisps requires 50% less fat to cook, we uncovered a clear reason to believe that oven baked crisps were a healthier alternative with all the taste.
Working in small teams over just two workshop days together to immerse, inspire and ideate, two new products in the Walkers range were conceptualized.
After 4 weeks of thorough prep by the core team, the wider got together over a tight two-day process, to align and have ideas. By turning the product function into a strong reason to believe, Walkers Baked was born.
In the same session, Walkers Max was created. With the uncovered insight of the desire for uncompromising flavour, R&D made the connection to the intense flavour the increased surface area of a crinkled crisp could hold, a perfect solution for those who are choosing crisps for that full-on flavour hit.