We are bombarded with thousands of visual advertising cues every day; Australians see an average of 120 TV ads per day! So it is baffling how few agencies are taking advantage of the opportunity to know - not guess - how their concepts will fare in the real world.
The Australian liquor market is in longer-term volume decline – research shows we simply drink less than we used to. So brands need to create appeal. Recent Nielsen innovation research shows that to obtain real breakthrough, products need to grow the category, provide new occasions and allow consumers to trade-up to a more premium offer.
Special K is an iconic brand with a strong following in Australia – it exists to nourish every woman’s journey to her own best self. But what if a new savoury, snack version was introduced? Would Australian consumers enjoy it and buy the product?
What do dieting, parenting and innovation have in common? All three have a surplus of books telling you how to succeed, but few of these guides actually work. And many of these solutions fail for the same reasons: they frame the fix in terms of mastering a set of tools, tips and tricks. To really change innovation outcomes, core beliefs about the innovation process must change.
Liquid breakfast has gained significant popularity among Australian consumers and has more than doubled its buyers in just five years. In 2013, one in four (25.5%) households chose to start their day with liquid fuel – up from 9.1% in 2008.