A leading FMCG wanted to expand the footprint of a key brand within the snacking category. The brand was an adult proposition surrounded by younger-skewing competitors that typically had sweeter taste profiles.
We needed to explore ‘permissibility’:
Product Clinics were the key.
We recruited parent-child pairs to the same location. Parents and kids respectively participated in the product clinic but separate from one another.
Remarkably, the feedback from both kids and adults were well aligned, despite the discussions being completely separate from one another.
The results gave clear parameters around the kinds of ‘promise’ the product could overtly make to keep kids interested and parents happy, whilst identifying the support messages (e.g. back of pack) which assuaged possible anxiety of the ‘gatekeeper’.