Seeing new opportunities
for smoking cessation
Despite strong heritage in the category and a successful brand portfolio, the team had no short term innovation pipeline. By their own admission, the team were struggling for new ideas.
We convinced a sceptical brand team that they needed to look outside their category definition to adjacent categories to find inspiration for new innovation ideas.
What we did
We ran a series of interviews with internal stakeholders, HCPs and consumer to provide stimulus for a 2 day cross functional innovation workshop designed to create a commercial innovation pipeline (packs, claims, retail etc) that could be implemented within six months to fill the short term gap.
As a result of the workshop and other research inputs, we created 8-9 innovation concepts, four of which were then tested in qual and quant research to refine.