Jul 09, 2015
client case, our work
Pepsi Lipton is a joint venture between PepsiCo and Unilever, focused on 3 core brands: Lipton Ice Tea, Brisk and Pure Leaf. To drive growth for their brands, Pepsi Lipton wanted to understand better consumers’ food & beverage occasions. Next to that, they wanted to assess how their brands are performing against consumers’ needs and look for growth opportunities within these key occasions.
What did we do?
We set-up a Consumer Consulting Board (also known as online research community) with 20 consumers per Pepsi Lipton brand and blogged, discussed and brainstormed with them for 3 weeks. We immersed in their daily lives. They shared their food and beverage occasions, which gave us…
Clear landscape of key occasions
Key needs of each occasion type
Tensions in each occasion
The project resulted in a better understanding of the tea landscape, the constituting segments, and the bull’s-eye for each brand. We also brought to life key occasions with a specific context, needs, drivers/barriers for RTD Iced Tea and competitive set.
In a closing workshop, we achieved the following objectives:
How did the client experience it?
Immerse a mixed group of Pepsi Lipton stakeholders (25 per workshop) in the bull’s-eye target and the key occasions
Prioritize for each brand the most strategic occasions
Ideated on different insight platforms for each occasion in terms of innovation, communication and activation
“This project brought both granularity and richness to our understanding of key iced tea occasions. By living and breathing snacks and meals with our targets, we were able to dimensionalize a ‘hero occasion’ for each brand and also identify and prioritize occasions where the brand can grow.”
Sarah Maloy, Director Consumer Insights at PepsiCo
“The process of getting underneath the consumer needs, within a seemingly undifferentiated and functional ice tea occasion, helped us understand how we can activate brands with very different positioning in a focused way to drive overall consumption.”
Nivedita Chakravorty, Director Global Innovation at Lipton Ice Tea
How did YOU experience it?
Where you part of the team of consumers that helped understand the ice-tea environment and gave us those important insights in the every-day life occasions and choices?
If yes is the answer, we would like to say ‘Thank you!’; this wouldn’t have been possible without you! Share with us your experience about working hand in hand with a famous brand in an online community and what it meant to be part of the Consumer Consulting Board team for Pepsi Lipton.
If you haven’t participated in an online research community yet, this is a great way to understand what it’s all about, directly from our clients and consumers.