Kraft
Challenge
Understand the core and potential market for low sugar beverages in key markets and suggest redesigns and improvements to the brand and its existing product packaging.
Approach
Use shadowing exercises, shop-alongs, home visits, collage exercises, cupboard audits, and analogous interviews to determine customer values, competitive products and brands, and packaging.
Results
Research insights and deliverables included executive reports highlighting customer values, prototype packaging designs, and marketing recommendations.
