Co-creating a new chocolate bar
Transforming massive data pools into actionable insight is the key to delivering understanding about customers that can help with brand positioning and new product development.
Confectionery giant Mondelez wanted to get under the skin of Generation Y and Z consumers in Brazil, US, UK and India, to understand their relationship with chocolate. We used a proprietary process to analyse more than 50 million social data points relating to attitudes to chocolate. We then used our MavenRank tool to isolate individual ‘Mavens’ – brand advocates who could provide in-depth brand insight.
We worked with these influencers in our MavenLabs to shed light on a number of important areas, such as sharing occasions and motivations; emerging flavours and ingredients; attitudes to marketing, advertising and packaging, and the balance between guilt and reward.
Validated influencers provided overnight inputs into the client’s innovation process. We delivered concept validation, co-creation and auditing by these influencers combined with the creative ideas of our creative strategists.
Powered by this insight, new products launched in Brazil and India, including 5Star which was the most successful ‘countline’ bar launch in Brazil’s history, outperforming Snickers by 300% in the same period.