Combining Co-Creation, Communities, and Spirits by Kevin Lonnie and Laura Penrose of KL Communications and Kurt Hillmann of Bacardi U.S.A., Inc. - Presented at the Insight Innovation eXchange North America 2013
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KL Communications and Bacardi have partnered to leverage their unbranded spirits community to dive deeper into the mind of spirits shoppers. See how their Crowdweaving™ challenge has helped to gain insight into the innovative mind of their consumers.
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Combining Co-Creation, Communities, and Spirits by Kevin Lonnie and Laura Penrose of KL Communications and Kurt Hillmann of Bacardi U.S.A., Inc. - Presented at the Insight Innovation eXchange North America 2013
- 2. COMBINING CO- CREATION, COMMUNITIES, A ND SPIRITS June 18, 2013
- 3. • Strengthen partnership with shoppers • Blind Community – N=440 – Ages 21-55 – Select states across the U.S. • Activities – Moderated Discussion – Co-creation – Surveys – Photosharing Live. SIP. Share The Spirits Influencer Panel
- 4. CrowdWeavingTM Process Challenge Independent Idea Generation Ideation Curation Collaboration Iteration Analysis Best Solution
- 5. S.I.P. Case Study #1 Shelf Design Challenge
- 6. 2) Rearrange shelving by flavor 1) In-store LED lighting displays What did we discover?
- 7. S.I.P. Case Study #2 Value Added Pack (VAP) Challenge
- 8. 2) Offer sampler of different flavor varieties 1) No need to think outside the box! What did we discover?
- 9. We Don’t Know What We Don’t Know Take advantage of the knowledge and conversation taking place among non-industry experts. Community exploration Next Steps: CrowdWeaving Challenge
- 10. Questions?
Editor's Notes
- Kevin will speak to this slide
- Laura: Background on the SIP community
- Laura: Intro into crowdWeaving process.
- Kurt:Speak to the structure and objectives of the study
- Kurt: Talk about the two key findings and how Bacardi is using the information (create LED lighting in London, and Store in AZ who will be restructuring)
- Speak to the structure and objectives of the study
- Talk about the two key findings and how Bacardi is using the information (create grey goose sample pack, etc.)
- With my background, I have my own vision or hypothesis of where the market should go…however, I have learned from this community, that our “experts” don’t always see things the same way…..What’s next? ….getting at the ability to generate 'from scratch' ideas. Kurt will speak to how inter-industry knowledge often keeps them from seeing the world through our consumer/shopper eyes