Monday bbmg sb_innovation_workshopdeck_vfinal_july25
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This document provides an overview and agenda for an innovation workshop between Sustainable Brands and Glacéau vitaminwater. The goals are to get into the mind of the consumer, practice sustainable brand innovation techniques, and generate ideas that can positively impact social and environmental issues. The agenda includes an innovation challenge, consumer empathy exercises looking at cultural trends, value mapping to identify key values for the brand and consumers, concept generation, and presentations of ideas. The workshop aims to identify how Glacéau vitaminwater can harness its brand to create positive change.
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Monday bbmg sb_innovation_workshopdeck_vfinal_july25
- 1. Project & Session Overview Recommended Agenda Ideation Exercises Pre-Session Homework Logistics and Next Steps Appendix 7.28.2014 Innovating for Impact Sustainable Brands Innovation Workshop with Glacéau vitaminwater •Get into the heart and mind of the consumer •Practice sustainable brand innovation techniques that deliver holistic value •Generate ideas with Glacéau vitaminwater that can make an impact Goals for Today: • 2 3 Workshop Overview 4 Workshop Agenda Welcome 5 mins The Innovation Challenge 15 mins Consumer Empathy 30 mins Value Mapping 60 mins - Break - 15 mins Activation + Prep 45 mins Share Out! 30 mins
- 2. Innovation Challenge 5 How might Glacéau vitaminwater harness the power of its brand to create positive social and environmental change? 6
- 3. The Brief 10 11 cool, tasty, ‘good for me’ hydration +" a range of beverages packed with nutrients, great taste, added to (the best) water, offering all natural flavors, (24/7) 'good for me' benefits colorful, iconic, original from new york… & now in london, paris, tokyo, shanghai, sydney… talks & acts like a best mate, tongue in cheek humor, pop culture savvy. 12 a multifunctional range of variants designed to hydrate you throughout the day … when you’re juggling many balls i-focus b’s+%caffeine% … when you wanna feel exxxelent … when you are dragging because" of the night before …when you need to pay attention … when you’re going to hit the gym … first thing in the morning … when you need a kick start …when your immune system need a little leg-up defense b’s+zinc% revive b’s%+%potassium% xxx triple%berries% power-c c%+%iron% multi-v b%to%zinc% spark b’s%+%caffeine% essential c+calcium%
- 4. 13 Category Purchase Drivers Drivers of consumption • Hydrating, refreshing • Taste • Healthy • Contains vitamins Barriers of recruitment • Benefits are not meaningful enough • Too expensive • Too high in sugar The Consumer: Cultural Creative Class 16#35&yo&37%& of&popula0on& 50/50& Male/female& urban,&educated&&& hyper&connected& 14 16-35 year olds 37% of the population 50/50 Male/Female Urban, educated & hyper connected The Context The Context
- 5. The Context Consumer Empathy 18 In Your Shoes Core Values Experiences Over Money Open Mindedness Self Expression Make A Mark Personal Growth Curiosity Cultural Creatives 19 Erika The New Independent • Age: 21 • HHI: $37,000 • Lives in Raleigh, NC • Currently a Graphic designer at an Architecture Firm • Loves: Cardio classes at her gym, a fun fashion find, Whimseybox, discovering new food trucks, playing 2048 • Hates: Match.com, narrow-minded people, no time to work on creative side-projects • Favorite Brands: Zara, Starbucks, Zappos, American Apparel, ETSY, Zipcar • Media she consumes: Instagram, Pinterest, Facebook, GOOD, HBOgo.com (from her boyfriend’s account) 20
- 6. Meet Olivia The Savvy Mom • Age 32 • HHI: $75,000 • Lives in Philadelphia, PA • Married with one child • Currently an Urban Planning Consultant • Bachelor’s Degree in Civil Engineering • Loves: Watching her daughter’s dance recitals, when her husband makes dinner, nights out with her girlfriends • Hates: When her daughter is sick, the alarm clock • Favorite Brands: Target, Benefit Cosmetics, Chobani, Honda • Media she consumes: Pinterest (especially Crate & Barrel and DIY home decor boards), Epicurious, People.com 21 Nathan Lifepreneur • Age 27 • HHI: $63,000 • Lives in Chicago, IL • MBA from University of Michigan • Works with his buddies on a health tech startup • Currently working at 1871, a tech shared space in Chicago • Has a long distance girlfriend who lives in Connecticut • Loves: Running, Cubs games, indie music, coding • Hates: Inefficient design, long lines, traffic, slow internet • Favorite Brands: Apple, IKEA, Nike, Sony, Google, Kickstarter, Chipotle • Media he consumes: FastCo, Entrepreneurship, Lifehack, Twitter, Upworthy, The Economist 22 What is the best part of his or her day? What is the worst part of his or her day? How would your persona’s friends and family describe him or her? What does your persona think about Glacéau vitaminwater today? What do we want your persona to think about Glacéau vitaminwater in the future? In Your Shoes • 23 Mapping 24 The Triple Value Proposition TM
- 7. 25 Tribal How does this brand connect me to a community that shares my values, hopes and aspirations? Societal How does this brand help me make a difference in the world? Practical How does this brand improve my life? Triple Value Proposition TM Triple Value Proposition: Practical Value Which practical value driver is most unique to Glacéau vitaminwater and most important to your persona? Select one How does Glacéau vitaminwater improve my life? Price & Good Value It’s worth it because... Key Practical Value Driver Quality & Performance Like nothing else, it helps me... Convenience & Ease It makes my life easier by... Pleasure & Experience I love it because... Persona: How does Glacéau vitaminwater help me to make a difference in the world? VIsion of the World I see a world where... Issues that Matter I want to change things like... Actions to Make a Difference I can make a difference with Glacéau vitaminwater by... Leaving a Legacy One day, I want to look back and say I helped... Triple Value Proposition: Societal Value Persona: Which societal value driver is most authentic to the Glacéau vitaminwater brand and most relevant to your persona? Select one Key Societal Value Driver Defining values At the end of the day what matters in life is... Traditions & Rituals On a Saturday, you’ll find me... Social Networks You’d know I’m a fan of Glacéau vitaminwater because... Symbols & Lexicon My motto for Glacéau vitaminwater would be... How does Glacéau vitaminwater connect me to people like me? Triple Value Proposition: Tribal Value Persona: Which tribal value driver is most important to your persona? Select one Key Tribal Value Driver
- 8. Triple Value Proposition: Method Home Practical Societal Tribal Defining Values Humanifesto for environment + design Social Networks People Against Dirty Traditions + Rituals Clean Happy video series Symbols + Lexicon Bottle as badge Vision of the world I want Making products safe for every surface, especially Earth’s Issues that Matter Toxics Ocean Plastic No animal testing Actions to Make a Difference 37 Cradle-to-Cradle products 100% post-consumer recycled bottles Peta’s Company of the Year Price/Value Priced for Target 8x ultra-concentrated Quality/Performance High-performing plant-based ingredients Convenience/Ease Easy spray pump laundry detergent Pleasure/Experience High design Bold color palette Signature fragrances Triple Value Proposition: Method Home Short Break! 31 15 Minutes Activation 32 Concept Generation
- 9. Persona: . Concept Generation We are the people Value Drivers: (practical) (societal) (tribal) We’re on a mission to Our movement is called Concept Generation NEW BELGIUM EKOCYCLE
- 10. Share Out! 37 38 Takeaways Ahas, Insights, Next Steps Raphael Bemporad Tel: 212.473.4902 ext. 205 Email: rbemporad@bbmg.com Rachel Lichte Tel: 212.473.4902 ext. 219 Email: rlichte@bbmg.com Joseph Ingram Tel: 212.473.4902 ext. 204 Email: jingram@bbmg.com Thanks!