inspire

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inspire

• Where has all the great NPD gone?
• 13 December, 2005
• Claire Nuttall

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building brandspeople believe in
building brandspeople believe in
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brand
strategy design innovation
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Whats going on out there?
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A few facts about innovation in 2005

• We are living in an FMCG world of incrementalism
• Interest is being sustained in categories until
  genuinely new ideas become a priority
• Many Innovation pipelines are in drought
  situation - it will take time to fill those and
  get genuine innovation to market
• New internal structures and Innovation processes
  are the words about town
• Innovation Leaders seem to be taking count before
  embarking on the next generation of innovation
• They want to get it right

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A few facts about innovation in 2005

• Insight and foresight are the name of the game
• Insight is an over-used yet fundamental driver
  behind successful innovation
• Insight departments fail to live up to
  expectations - information not insight.
• A dearth of good insights
• Insights are scary because they can come from a
  variety of sources and there are no hard and fast
  rules
• You know very quickly when you have got a good
  one!

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A few facts about innovation in 2005

• Need to take insight time upfront and create a
  strategic brand framework to drive out insights-
  never be prepared to compromise it
• Need to go about things in new ways, try new
  approaches to get better quality insights
  (Insight Safaris to Inspiration safaris)
• When you get an insight bring it to life and
  share it- let everyone understand the reason
  behind your innovation
• Senior team members should take pride
  responsibility to spot insights not just judge
  them
• Encourage awareness to spot insights amongst
  the team - stick, not carrot! Your brand should
  be driven by anticipating future behaviours
• Gain early internal commitment to insights behind
  the potential innovation, not reaction to end
  manifestations of your creation
• Mediocrity should not be on the agenda missed
  potential or missed opportunity

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A few facts about innovation in 2005

• GNPD shows a wealth of new innovation launches
  2005 (UK)
• Just as an example
• Snacks (186)
• Bakery (283)
• Confectionery (126)
• Dairy (165)
• Drinks (Alc and non) (305)
• 85 flavour and pack tweaks!

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A few facts about innovation in 2005

• GNPD shows a wealth of new innovation launches
  2005 (UK)
• Snacks, drinks, household are most active in
  innovation - mainly product function and
  performance driven
• Food is lagging behind
• Many new launches not based on insight

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Successfulinnovation needs belief
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Building brands people believe in
Belief creating innovation within a strategic
brand framework
liked accessible and in tune with their audiences
Identifying insights which connect on a deeper
emotional level with your audience
trusted to deliver on promises
inspiring something extra, beyond normal
expectations
important relevant with a special place in
peoples lives
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Creating innovation people believe in
Belief
Brand Success
Insight
Foresight
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Creating innovation people believe in

• Insight identifying issues and shedding light
  in the category or market status
• Foresight seeing opportunities for a brand to
  make a difference in the future
• Belief the reason why consumers like, trust,
  and feel inspired by your creation. Why they feel
  you brand is more important to them than another

Belief
Brand Success
Insight
Foresight
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Creating innovation people believe in
Liked
E.g. Category/ competition
Inspired
Trusted
Important
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Is UK innovationinsight driven?
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An insight into big drivers of innovation

• There seem to be three key themes driving
  innovation in the past year and will continuebut
  you still need insights within each theme.
• Pleasure
• Health
• Taste

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A few facts about innovation in 2005

• What kind of insights seem to be working
• Ones which reflect future consumer trends
• Ones which are listening and aware of new
  behaviours and meeting new needs in a new and
  different way
• Ones which have a driving insight supported by
  a series of product, sector, brand, consumer and
  packaging insights
• The whole offer is reflective of the bigger
  insight egInnocent

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Which brands lead their categories (2004)

• The Grocer Top 100 brands and special focus
  reports showed us that are there are very few
  newcomers at the top of the league

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Which brands lead their categories?

• Top 5 Ambient Sauces
• Dolmio
• Knorr Wet
• Homepride Wet
• Colmans Dry
• Lloyd Grosman

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Which brands lead their categories?

• Top 10 Bagged Snacks Brands
• Walkers Crisps
• Pringles
• Walkers Sensations
• Doritos
• The Real McCoys
• Quavers
• Hula Hoops
• Wotsits
• Mini Cheddars
• Kettle Chips

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Which brands lead their categories?

• Top 10 Hot Beverage Brands
• Nescafe Original
• Tetley
• PG Tips
• Nescafe Gold Blend
• Twinings
• Typhoo
• Yorkshire Tea
• Horlicks
• Kenco Real Smooth
• Kenco Rappor

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Which brands lead their categories?

• Top 10 Biscuit Brands
• KitKat 2 fingers
• McVities- Chocolate Digestives
• Quaker - Snack A Jacks
• Kelloggs - Nutrigrain
• Twix
• Penguin
• McVities - Digestives
• Rocky
• Cadbury Fingers
• Go Ahead

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Which brands lead their categories?

• Top 10 Cereal Brands
• Weetabix
• Kelloggs Special K
• Cornflakes
• Crunchy Nut Cornflakes
• Frosties
• Rice Crispies
• Shredded Wheat
• Shreddies
• Alpen
• Fruit Fibre

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Which brands lead their categories?

• Top 10 Confectionery Brands - Chocolate
• Dairy Milk
• Maltesers
• Galaxy
• Mars
• Kit Kat
• Celebrations
• Quality Street
• Cadbury Roses
• Snickers
• Flake

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Which brands lead their categories?

• Top 10 Cheese Brands
• Dairylea
• Cathedral City
• Philadelphia
• Cheestrings
• McLelland
• Pilgrims Choice
• Baby Bel
• Laughing cow
• Anchor
• Horlicks Farms and Dairies

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Which brands lead their categories?

• Top 10 Yellow-fats Brands
• Flora
• Lurpak
• Anchor
• Clover
• Utterly Butterly
• Country Life
• Bertolli
• ICBINB
• Kerrygold
• Stork

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Which brands lead their categories?

• Top 10 Yogurts and Desserts
• Muller
• Petits Filous
• Onken
• Weight Watchers
• Ski
• Yeo Valley
• Cadburys
• Shape
• Munch Bunch
• Yoplait Wildlife
• Activia

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Which brands lead their categories?

• Top 10 Soft Drinks - Carbonated
• Coca-Cola
• Pepsi
• Fanta
• Lucozade
• Red Bull
• Schweppes
• Irn Bru
• Dr Pepper
• Tango
• Sprite

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Which brands lead their categories?

• Top 10 Soft Drinks - Non-Carbonate
• Robinsons
• Ribena
• Tropicana Pure Premium
• Volvic
• Actimel
• Evian
• Lucozade
• Ocean Spray
• Capri Sun
• Oasis

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We looked out 100 Innovative Brandswhich is
insight driven innovation?

• Baci
• Kettle Chips
• Brunchettas
• Douwe Egberts Sensao
• Jacobs Essential Crackers
• Nescafe Half Caf
• J2O
• Polo Liquid Orbs
• Oats So Simple
• Tesco Serves 1
• Persil Aloe Vera
• Tesco Finest
• Pampers Kandoo
• Kelloggs Muddles
• Dettol Easy Wipe
• Walkers Stax
• Rustlers
• Oust odour eliminator
• Felipo Berio olive oil spread

• Tetley well being bags
• Schwartz Real Paste
• Hellmans two part dressing and paste
• Knorr Sizzle and Stir
• Mr Muscle Shower Shine
• Hovis Best of Both
• Hunger Breaks self heating meals
• Tesco Carb Control
• Glade Touch n Fresh kitchen
• Kiddylicious
• Heinz upside down tomato ketchup pack
• Muller
• McVities Hob Nob Flapjack
• Doritos Dippers
• Bisto Best Premium Yorkshire puddings
• Aquadrops
• Heinz Tomato Frito
• Fruit Bowl Fruit Bars
• Knorr Vie Shots

• Jacobs Thai Bites
• Walls mini sausages
• Carb Options
• Walkers Stax
• Ferrero Giotto
• Mr Muscle orange wipes
• Robinsons Fruit Shoot
• Quaker Snack a Jacks
• Tango Clear
• Old El Paso Dinner kit
• Jacobs Essentials
• Kelloggs Fruit Winders
• Heinz Planet Cook
• Febreze Fabric Freshener
• Comfort Easy Iron
• Mr Sheen wipes
• Lurpak Spreadable
• Rice Crispies Multigrain
• St Ivel Advance Omega milk

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Ex.1Innovation based on insight - which ones do
and dont have insight?(Worksheet)

• Innovation people believe in

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The innovations that worked

• Innovation with integrated insights seem to
  work
• Product
• Convenient
• Time saving
• Money saving
• Personalised
• Fun and entertaining

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The innovations that worked

• and on a consumer level
• Consumer
• Making life easier
• Problem solving
• Solution finding
• Get more out of life
• Make more of their time
• More emotionally engaging

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So what can you do
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Creating innovation people believe in
Belief creating innovation within a strategic
brand framework
liked accessible and in tune with their audiences
connecting on a deeper emotional level with your
audience
trusted to deliver on promises
inspiring something extra, beyond normal
expectations
important relevant with a special place in
peoples lives
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The innovations that worked

• A simple approach can help ensure your brand is
  successful, and grounded in insight with a real
  reason to believe
• 1.Insights 2.Needstate/occasion 3.Commercial
  sanity
• Current Future Substitution vs New Can it
  work?
• Product What will it add? Will it do what it
  says?
• Brand What will it replace? Will it deliver?
• Consumer What will it do differently?
  Exceed expectations?
• Category Why is it making life easier?

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An approach

• A simple approach can help ensure your brand is
  grounded in insight and offers a real reason to
  believe
• The Brand belief model
• Creating a framework which is brand driven rather
  than random
• Identifying hotspots for innovation focus to help
  build the brand and the total offer for the
  future
• A focus for the kind of insights you can go out
  and look for

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The need for focus

• Which occasion are you looking to target?
• Home time?
• Breaktime?
• Weekday lunch?
• Which sectors would you like to focus on?
• Energy and sports?
• Filling foods?
• Kids lunchbox?
• Which audiences/targets do you need to know more
  about?
• The child, the parent and the school

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Use the laddering technique to generate better
insights

• Think about facts, information, knowledge that
  you already have
• Use laddering to help move from knowledge to
  insight
• Know where and when to stop to make it relevant

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Ex.2Laddering to generate insight(Worksheet)

• Innovation people believe in

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Thats it! A couple of final words

• Be focused
• Be brave
• Be insight driven
• Take people with you
• Get closer to the people you need to understand
• Try new ways of getting closer to consumers to
  unearth new insights
• So.

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Thank you

• We hope you enjoyed the session!