“In one month, we were able to translate the concept into a product footprint enabling commercialization in seven months.”
– Menexia Tsoubeli, VP R&D Fresh Campbell’s Soup
Accelerating time to market through a moments-based approach to co-design with Campbell’s
Seeking to solve one of the biggest challenges in product innovation and marketing — translating a brand’s promise to product requirements — Campbell’s, a global manufacturer and marketer of high-quality foods and simple meals, came to us to power a solution.
Fast and effective product innovation
With an aggressive goal of launching a new soup line in less than six months, Campbell’s required a solution to rapidly and cost-effectively develop concepts that consumers recognize as meeting the brand promise. It’s a complex challenge to define and translate emotionally significant elements into products. Rooting decisions in metrics such as preference does not power the product and brand alignment that is needed to create concepts for long-term success.
A behavioral transformation of co-design
Our unique moments-based behavioral approach was just the right solution to define product concept requirements swiftly and successfully for Campbell’s. Their team embraced our moments-based approach that primed participants into their most relevant soup moments. This powered our rapid, iterative methodology to identify cues that can be designed into soups which signal vibrant, generous, delicious, hearty and homemade.
Familiar with a twist
Over three days, our experts led the Campbells team and target soup consumers on an inspirational journey to bring concepts to life. Ultimately, the new soup line was a win for Campbell’s — with first-year product performance exceeding expectations and leading to a line for national launch. Further, what the Campbell’s team learned from our approach will continue to advance their innovation process.