Arla asked us to help them deliver success in the highly competitive kids’ dairy drinks category.
Having done a Rewind, it became clear that the world didn’t need another conventional milk shake … however fun & engaging!
We needed to come up with something that was relevant for mums & motivating for their kids.
We worked closely with the Arla team to uncover all the features & benefits that might differentiate their product from its competitors. Happily, there was no shortage of options!
Our creative team then started to explore options for positioning the brand on a continuum between the goodness of pure milk and the fun of milk-shakes.
With so many variables and so little time we used a rapid-recycling, consumer co-creation approach.
We ran deep-dive sessions with mums and their kids to really understand their wants, needs and motivations.
The project team of clients & consultants worked with them to explore how existing solutions met their needs – and identified some pretty substantial opportunity gaps around naturalness & sweetness.
Consumers were then challenged to work with the team to deconstruct & creatively evolve our starter ideas – into concepts that maximised their appeal.
We came out of the co-creation phase with two power-concepts. One driven by simple natural ingredients and the other by 50% less sugar.
In quant concept testing both performed incredibly well. In fact, it was pretty hard to pick a winner! But Arla did and now Arla’s Flavoured Milk with 50% Less Sugar is on the supermarket shelves and selling briskly.
Positive proof that concept co-creation can quickly & efficiently identify the insights, benefits and RTBs that bring out the best in any potentially great product idea.
Our Consumer Co-Creation processes have been developed and fine-tuned so we can now Rewind, Ideate, Co-Create & Debrief within three short weeks from brief to consumer-validated power-concept.
If you’ve got a smart idea you need to build into a winning concept – shouldn’t you get in touch?
“The concepts are the best performing dairy drinks we’ve tested in the last 2 years”.