Creating new growth ideas for the biggest US cereal brand in China
Developing a pipeline of exciting new products for an established U.S cereal brand in China
To determine how to break out of the conventional breakfast cereal space with new morning snacking product ideas that would create a whole new pipeline of business for our established cereal client in China.
Our client was already established in China, having seen significant success over the years in converting Chinese consumers from rice congee in the morning to Western style cereal. They wanted to stretch into new occasions outside of breakfast that would see them continue to play to their healthier brand perception. We became morning, breakfast and Chinese snacking experts overnight by going deep into consumer habits, practices and occasions across a number of cities in China. We engaged consumers in rigorous co-creation work that would see us push the boundaries of what an acceptable new product range could look like for our client’s brand to be a pioneer (again) in a completely new space in the Chinese snacking market. We funnelled close to 50 new product solutions down to a dozen new concepts that our team wrote for consumer validation.
Our work established a full five-year pipeline of new products for our client to begin launching in 2016. To showcase our findings to senior stakeholders, we produced a snappy 5-minute professional video with one of our production partners to bring our consumers to life and justify our client’s investment into the new opportunity ahead of them. This video went all the way up to our client’s global CEO.