From MVP to sensory congruent energy drink
Defining sensory attributes, using competitors as stimuli, and developing and optimizing the concept, pack designs, and recipes to launch Heineken's entrance to the market of energy drinks.
The Challenge
Heineken was planning on entering a totally new category, energy drinks, and wanted to fast pace the innovation process to gather insights in key markets and develop a new concept that plays on all senses.
Our Story
It started off with focus groups worldwide using Haystack’s proprietary Symphony of Senses methodology: a qualitative, multi-sensorial approach to define which sensory attributes resonate with the concept. Besides, MVP’s and competitors were used as stimuli (concept, product, and pack) to get direct feedback. Next, the concept, pack designs, and recipes were further developed and optimized. During a second series of focus groups and a quantitative concept-product test, the winning proposition that was determined.
Our Shared Success
Solar Power energy drink: a proposition that is fully congruent on all touchpoints, and now launched in various countries worldwide.
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