Esomar Innovation presentation June 2008

Generating and testing the ideas that will smell just right! An innovative approach to concept creation and screening Esomar Copenhagen June 17 2008 Jaroslav Cír Global Consumer and Market Insight Director Rexona, Unilever Evert Bos Managing Director NL

WILDFIRE - a new approach to innovation

To generate a large number of ‘pre-ideas’ with strong potential, which are to be regularly and continuously fed into the ‘Innovation Funnel’ of the European Deo IC.

A chance to interact more with others, to share the learning and create a new philosophy for the innovation process using ONE team rather than many.

To disseminate the innovation culture within the category and within Unilever.

To create and train an energetic and inquisitive team of people in the Deo Category (Marketing, CMI/CTI and R&D).

Project Wildfire has been initiated with the following objectives:

To create an ongoing, coordinated ‘rolling-programme’ and not a series of separate events

and importantly…

To be quick– ‘Year One’ from project inception to first consumer -validated bank of ideas in less than 6 months

To be flexible – capable of accommodating a range of start points, from individual brand platforms, to more general market and societal trends

Why?

Traditional method- random concepts mainly confined to the bottom draw With Project Wildfire Concepts & testing Ideas Route to market Better informed concepts & testing Insight & Pre Ideas Route to market

How?

PHASE 1 PHASE 2 PHASE 3 Inspiration Sessions Small teams out & about in different, inspiring environments, gathering a large number of pre-ideas, guided by an experienced facilitator . Harvesting + Acceleration Focused working sessions to accelerate the team’s thinking, identifying & strengthening emerging pre-ideas. • Training • Facilitation • Ideation • Design learnings • Facilitation • Ideation • Prototyping • Design Select + Evaluate DEO Gallery to build & vote Final selection of concepts to progress BrainJuicer Online consumer Brainstorm Predictive Market Selection UNILEVER DEO TEAM Mission possible WOW & YB

Generating ideas online using Creative consumers Creative 6’ers™

Let the Creative’s Create!

Brainstorms are team bonding exercises and great at creating commitment and BUT harmony hinders revolutionary ideas

Every person & idea has equal worth BUT only 6% of folk are highly creative

Suspending judgement helps creativity BUT creatives are the harshest critics

A group is good at creating acceptable & evolutionary ideas Individualists create Fresh ideas (‘New & Different’, ‘Weird & Wonderful’)

Colleagues are boxed in by corporate paradigms that act as self limiting beliefs Creatives are truly open minded, so…

Avoid Brainstorming to generate fresh ideas

A $trillion marketing services industry Trying to satisfy the thirst for creativity

We know how to measure intelligence... Can creativity be measured?

Creating measures of creativity An experiment with a national representative sample of 5,000 Implicit creativity measures (Personality tests) Measuring Creativity Explicit creativity measures (Creativity tests)

Putting well-known academic and psychological tools to the test

Mednick’s Remote Association Test

Insight Test - cognitive plane shifting

Horowitz Test - visual abstraction to test flexibility

Torrance Test of Creativity Thinking - elaboration and divergent thinking to test for fluency, flexibility, originality

W illoughby I ndividualist – T eam player ( WIT ) test Adaptors/Team Players Prefer to take ideas and improve them. Fairly cautious, practical and standard approaches. Prefer incremental innovation, structure and consensus. Prefer to work in groups. Their motto is to do things better. Innovators/Individualist Prefer to find new ideas and ‘big bang’. Can be risky, challenging and abrasive. Prefer solving problems with less structure and consensus. Prefer to solve problems alone. Their motto is do things differently.

Idea generation exercise

BrainJuicer Creativity Test

Creativity is like any other aptitude

The more creative the person, the more ideas they had & the more creative they were

Elephant ideas

Make ears bigger

Give it a squeak

Make the eyes move

Ears feels different

Make trunk longer

Squirt water from trunk (given as e.g.)

Sing Nellie the elephant

Make it walk

Elephant ideas +

humanising ideas

Pull the trunk to open its mouth

Trumpet when it detects movement

Have babies inside

• • • • • • • • • • • • • • • • • • • • • • •

Allow it to speak

Give it spectacles

Give it clothes

Talk back to you

Record a message

Have the child’s name on it

Elephant ideas +

humanising ideas +

more abstract ideas

A finger puppet

Water proof 4 bath

Make it laugh

Make it dance

Make it fart & burp

Help spell & count

Roar when smacked

• • • • • • • • • • • • • • • • • • • • • •

Elephant Hoover

Radio, tusks for volume & tuning

A Pyjama case

Tusks 4 teething

Add wheels & ride it

Vibrates to soothe

Microwaveable as a hot water bottle

The Creativity Test with 5,000 showed a bell curve distribution of creativity just like any other talent Regular 60 Watt 49% Night Light 31% The Lights Are Off 2% Bright Spark 17% Incandescent! 1% 6% = validated Creative Sixers

How the Creative works

How best to Use Creative Sixers:

Increase creative output by challenging them

Increase creative output by giving them 4 days to think about it

Increase creative output by asking for at least 8 ideas

Use Creatives’ New Think as input to create New & Sound Concepts

**the best ideas tend NOT to be the 1st ideas 6% = validated Creative Sixers

How the Creative works “ Using BrainJuicers we generated & tested dozens of ideas to find a winner. What would normally take us months we finished in 2 weeks. More Juice please! ” Jaroslav Cir – Global Consumer & Market Insight Manager Rexona

Output a ‘Deck of Ideas’ of the best 52 ideas + 2 Jokers

A radio with one tusk for volume & the other for tuning

Bedtime comforter for babies with teething tusks

Deo Concepts inspired by Creative 6’ers™ Elaborated upon in the workshop

Spritz & Go

No aluminium compounds combating sweat & odours effectively

Good for your skin (Vitamin E)

Natural ingredients like lime, green tea, lemon, tea tree oil mixes

Angel

Pocket sized

No white marks

Smelling fresh and clean all day

Natural Protection

Plant extract / no chemicals / no scent

Nat-U-ral or NATURA

Invisible working in the background

Very natural/neutral

No white marks

Natures organic blend

Organic and natural ingredients/shapes

Suggest freshness and purity

Colours would be bright

Aurora

A very small, thin aerosol can fitting into handbag

Label would be peelable so that no one would know what it was

One use deodorant

Special applicator for just one application

So small can be kept in even the smallest clubbing purse

Creative Individualists’ Ideas and Resulting Concepts: New Female Deodorant Usage Ideas – Creatives (Women)

Deo Patches

Tackling the cause of body odour, not masking the smell

Selling patches , similar to anti-smoking patches worn under clothing to prevent body odour

Ice Queen

Keeping you clean, cool and fresh all day long

Clear and no white marks

Bottle is white and feminine shape with a crown shape lid.

Be Cool

Keeping you fresh and dry

Keeping your skin feeling cool and fresh

Long-lasting and moisturizing

Packaging minimalist, maybe Japanese

Fresh Shield

Small sachets , easily opened, with a clear gel

Non sticky leaving no residue

Natural floral and plant fragrances

An antiperspirant in a flat tin

Fits in your pocket or handbag with lockable top

Inspire

Instant drying powder

Three-set phial of fragrances could mix and match to the fragrance that suits you.

No white marks

Slowed down hair regrowth

Invisible

No smell, leaves no white marks , doesn't flake and stops underarm sweating

Does not clog pores

Diaphanous

Invisible shield giving long lasting protection

Mix & Match

Like a room fragrancer

Variety of smells – fragrances that can be blended or Individually applied so can be flexible with your mood

Invisible Shield

Not white but skin toned so it didn’t show on dark clothing

Cream that absorbed rapidly and would be totally odourless

QuiFresh

All over deodorizing shower gel using extracts of Aloe and citrus.

Automatically deodorizes everywhere

A two sided bottle with the liquid in the middle, one side like usual shower gel and the other side with a grill which the gel comes out of evenly for underarm application

Sweet Individual

Protecting against odour

Reacting with your skin’s own oils to produce a unique pleasing scent

Smelly or Pit Stop

Funky and trendy with all ages. Bringing health benefits

Different smells e.g smelly petal, smelly berry

Powder ball

Don't like roll-ons because they leave you wet & sticky

Don't like sprays; not good for the environment

How about a roller ball dry powder roll on ?

No wetness , no spray CFCs, & easy to use.

Mousse deodorant

Leaving no marks

Long lasting

Leaving silky soft skin.

Fresh and Bare

Antiperspirant deodorant

Inhibiting underarm hair growth

Leaving skin smooth

Bare armpits with none of the hassle

24/7

Protecting day and night with one easy application

Selection of natural and perfume fragrances

Handbag size

No whitening of skin/clothing on application

Clear

Product with a clear bottle so that you can see how much product is left

Full Stop

Increasing effect to match demand

Time release capsules

Unisex offers

New Male Deodorant Usage Ideas – Creatives (Men)

Impact

Keep both feet and shoes smelling fresh with deo inlays!

Out with the cheese and in with the pleasant smell!!

DryTec

Let the skin breathe!

Odour and healthy skin control!

Copy and learn from high performance fabrics

Shower and a towel in a can

On-the-go solution: spray on cleanser, towel off then spray deo

Anti-perspirant body wash & deo 2-in-1

Plain transparent container, to see how much is left

Small enough to slip into gym bag

The Invisible Deo

Odourless, unnoticeable

Essence

Easy, no-mess application / non-staining

Good for the skin / anti-bacterial / moisturising

Effective over a long period

Environmentally friendly design, pleasant smelling

Non-disposable cartridge-refillable roll-on

Lavender, Rose or Neroli

Miniature key ring size deo

Sahara

Anti-perspirant, incredibly effective

Long-lasting fragrance matching more exclusive men's fragrances

Night & Day

Bottle in two parts: Metallic Blue & Yellow/Orange

2 different scents: light and fresh, deep & masculine

Screening concept ideas: ‘Let the Market Decide’ 15 ideas in a Predictive Market where 500 select the most Potent

The Wisdom of Crowds How the Many Can Be Smarter than the Few, James Surowiecki (2004)

Galton’s surprise findings collective guess = 1197 lbs actual weight = 1198 lbs

IEM - The original Predictive Market X 596 Polls (1988 - 2000)  ¾

The Experiments Monadic Test of 10 concepts & matched targeted samples of 100 A Predictive Market with the same 10 concepts & a diverse ‘crowd’ of 500

How Brainjuicer Predictive Markets work

Tested 15 ideas with a convenience sample of 500 answering for how they believe the market would react

Share the game with them , “imagine you owned shares in all these ideas..., which one would you sell + diagnostics & why and which one would you double your shares in and why?”

Aggregated buy/sell scores accurately sorts ‘wheat from chaff’, purchase projection indicates the ‘grade of wheat’ & the rich quali-quant diagnostics provide creative direction

Works across cultures with universal net preference scores

Experiment: Top 2 Box Purchase Intention Results for 10 HPC Ideas in UK

A diverse crowd will be as accurate as a targeted sample

A ‘Predictive Market’ will be as accurate as a monadic test

Answering for the market as accurate as answering for oneself

New Product Concepts Monadic Test with matched samples of 100 in the target market Predictive Market with diverse group of 500 people Significant Differences A 85 85 B 83 76 + C 81 80 D 78 86 E 74 70 UK Norms (top two box) 67 67 67 F 64 28 *** G 64 28 *** H 54 35 * I 49 45 J 43 16 ***

First Exposure to Predictive Markets

Breaking Paradigms !

Conventional Approach

Focus on consumer reactions / Users

Test among target segment

Understand consumers’ personal motivations/ reactions

New Approach

Testing relying on the Wisdom of the Crowds:

Large, diverse crowd that scores independently, faithfully aggregated

Respondent considers how the market will react, and not personal reactions (projective technique)

High incidence on non-category users (65% do not use Plug-ins)

Let the Market select Monadic Test Less differentiation Over-rewards the mediocre Scores vary by culture More expensive samples Costly to test many ideas 5-6 week turn process Predictive Markets Sorts ‘wheat from the chaff’ Can also grade the ‘wheat’ More comparable cross-culture Cheaper convenience sample VFM way to test many ideas 2-3 week process

Deo ideas in the Predictive Market’ 15 ideas in a Predictive Market where 500 select the most Potent

% Doubling and Selling Shares in Each Idea – Male Sample: 500

Einstein represents ideas inspired by the Creative 6’ers™

Bars represent a breakdown of the % buying and % selling each idea

Net preference score sorts wheat from chaff to reveals which concepts have real potential

?   ? ? ? ? ? -10 -5 -5 -4 -2 -1 -1 -1 0 0 0 0 1 1 1 2 5 19 Net Preference:

% Doubling and Selling Shares in Each Idea – Female Sample: 503 ?      ? ? ? ? ?

Einstein represents ideas inspired by the Creative 6’ers™

Bars represent a breakdown of the % buying and % selling each idea

Net preference score sorts wheat from chaff to reveals which concepts have real potential

Net Preference: -17 -7 -5 -4 -2 -2 -1 -1 0 0 0 1 1 2 2 2 3 3 3 4 6 14

A shift towards “culture of innovation” AXE R&D CSI DOVE AXE CTI

Translating the ideas to mixes and we are introducing them to the markets!

NAME

AXE DAY & AXE NIGHT

FRAGRANCES

Day – Have Fun (Givaudan)

With citrus, fruity & woody notes, a fragrance which responds to one definition:

A subtle fragrance for playing the mating game in public during the day.

Night - Laikipia (Firmenich)

With woody, oriental & spicy notes, it has one objective:

A mysterious fragrance for one on one mating game in the night.

Insight & communication You need different tactics & weapons for each moment. That’s why now you’ve got Axe Day & Night , 2 fragrances, one for each moment.