snack presentation.static.4

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Another way to think about snack foods.

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snack presentation.static.4

  1. 1. Ingredient Badge Symbol Design Ingredient Reciprocity ContextSNACKTWO WEST Ethnography Context Opportunity Design Social Networks Reciprocity Ingredient
  2. 2. Ethnography THEORY• Uncover the unexpected activities, intrusions, and interactions that ultimately impact decision making, use and performance INITIAL HYPOTHESIS• Understand why, not simply what• Understand the contexts (processes) in which people live and work.• Subjects and their actions are viewed as interdependent rather than independent or autonomous units PATTERNS• Relational ties (linkages) between subjects are channels for resource flow (either material or nonmaterial) OBSERVATION• Network models focusing on individuals view the network structural environment as providing opportunities for or constraints on individual action
  3. 3. Snacks in theSocial System
  4. 4. Snacks in the Social System∙ The shopper is part of a system.∙ The challenge for is to recognize the innovativeways consumers define and use their productsand facilitate strategies that will help them.∙ Understand the system and new avenues forrevenue growth emerge.
  5. 5. 2009 of snack sales: $46 billionAccording to Nielsen "savory Snacks" category data
  6. 6. Expectations of growth by 2015: + 4%
  7. 7. “Foodies” 14 % of US adults (31 million)
  8. 8. What happens if you get31,000,000 to buy an extra bagof chips every time they shop?
  9. 9. Ingredient
  10. 10. Frito Pie ® FRITO CHILI PIE 2 1/2 c. Fritos 1 lg. onion, chopped 1 c. grated American cheese 15 oz. can chili, heated Place 1 1/2 cups Fritos in a baking dish or pie pan. Arrange chopped onions and half of cheese over Fritos. Pour heated chili over onions and cheese. Top with remaining Fritos and cheese. Bake at 350 degrees for 10 minutes
  11. 11. Badge
  12. 12. Range of Frito Pie (1932 - 2010) ® Native Habitat Expanded Habitat As individuals or families migrate, their regional dishes are acculturated by the local population
  13. 13. Symbolism
  14. 14. The Frito ® Whole Corn Corn Oil Salt 99¢ Simplicity
  15. 15. Design
  16. 16. The Frito Bag ® Traditional package design Higher product-to-package ratio compared to other chips Long shelf life
  17. 17. Ingredient Ritual & Tradition
  18. 18. Ingredient Ritual & Tradition (Since 1955)
  19. 19. Ingredient
  20. 20. IngredientInventing Tradition - Traditions preserve a wide range of commonly held ideas and practices. - They establish a past and validate identity in the present. - They are a means of pulling people together.Cultural change - Expressions of skill. - Expressions of idealized parenthood.Ritualize the product, create cross-generational loyalty.
  21. 21. Badge Hipsters PBR: $4.99 for a 6-pack
  22. 22. Badge PBR (in China): $44 for a 22 oz. bottle
  23. 23. Badge
  24. 24. BadgeSnacks as badgeA snack is more than food; it represents: - Childhood memories - Quality of parenting - Regional affinity - Expressions of regional or subgroup identity.The brand itself is equally symbolically charged - Old Bay = eastern rust-belt nostalgia - Guys = a sense of locality Expressions of regional or subgroup identity.Design ad collateral, packaging and products to enhance these symbolic cuesand you do what Coke did.
  25. 25. Symbolism
  26. 26. SymbolismMethod of Expression - Expressions of skill - Expressions of idealized parenthoodCultural Change - The "democritization of food" ∙ Sweetbreads ∙ Haute cuisine and working class - Foodie cultureSignal/Signifier - "Coke" = "soft drink" in many parts of the South - Linguistic and symbolic cultural/regional holdings
  27. 27. Design
  28. 28. DesignTying it to Purpose - If a snack represents an idea, how does it shape design and function? - Snacks do more than hold you over, they alter time. - Snacks are to meals what the DVR is to TV programmingDesign devoid of meaning will kill an idea - Design for a function - Design for context ∙ On-the-go ∙ Frugal suburbia ∙ Location/event of consumption - Packaging as a toolDesign as catalyst - Incremental sales - Shifting the "norm"
  29. 29. Design
  30. 30. Design
  31. 31. Design
  32. 32. So what? New market opportunities New messaging opportunities Partnership opportunities Accelerated incremental salesOpportunities to create and control new flavor profiles Opportunities to breath life into old products.
  33. 33. NOM NOM NOM! CONTACT: GAVIN JOHNSTONCHIEF ANTHROPOLOGIST, TWO WEST DISCOVERY + DESIGN DIRECT 816.581.8202 | 816.471.3255 gavinj@twowest.com

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