Create new products that could drive growth outside of Christmas for Quality Street? Given ‘the freedom of a tight brief’ our ideas had to be: relevant to new generations, sociable, fun, and made at the Nestlé plant.
Our creative thinking
Using our 5-stage process, we ran a series of workshops with Quality Street’s teams tasting, melting, mixing, and reminiscing about the sweets, competitors’, and other cooking ingredients. Next, we got creative with new flavours, like popcorn or wasabi. Wasabi didn’t hit the brief’s family sharing element, but how about Japanese flavours… or Indian, or Turkish to contemporise a Christmas classic?
Critical success factors narrowed down a shortlist for us to create packaging and name ideas for. With further clarity from market research with retailers, NPD and marketing teams, the best performing ideas were taken to Nestlé’s food scientists to assess technical criteria including, shelf life and manufacturability.
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