Launching NPD is tough. Not only do you hope shoppers will see your pack, but they also need to ‘get’ what it is. And when things like standout and comprehension are crucial, old-school focus groups simply don’t cut it.
So when General Mills approached us with a desire to launch a new type of cereal bar in their Nature Valley range, we employed our innovative shopper-lab based methodology, The Big Fixture. This puts pack to the test in a real-feeling supermarket, allowing us to get just about as close to reality as research can allow.
Understanding consumers’ response to the pack at both shopper and engaged levels helped us establish the right pack, and how it needed to balance that all-important ‘Nature Valleyness’ with an independent personality that signals ‘something a bit different here’. The results are on shelves now – sweet!