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Case Study: Introducing a new biscuit product to the modern workday breakfast moment
Our Challenge Our client – a global food and drink company wanted to introduce a new biscuit
brand into China targe6ng younger working women in workday breakfast occasion (as the 2nd largest biscuit consump6on occasion).
Key challenge in developing the new concept was how to connect Biscuit Fuel category and brand story around “sustained energy” with target consumers
at workday breakfast in a culturally relevant way
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Case Study: Introducing a new biscuit product to the modern workday breakfast moment
BE Inspired Methodology
Internal stakeholder session: to download knowledge and hypotheses on triggers/ barriers
Online self-‐ethnography over 7 days to explore key behaviours and beliefs regarding their weekday breakfast on the go
Control Cell (n=10) to capture current breakfast behaviour, followed by in-‐home depth interviews
Disrupted cell (n=8): Product placement with new breakfast biscuit to see how and where it fits in and can support or enhance their workday breakfast
Client Workshop to download self-‐ethnos learning and develop concepts Consumer session to screen and build the concepts
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We generated a Workday Breakfast Needspace Framework from the self-‐ethnography stage. This framework guided the development of Concepts: We discovered the opportunity to reframe the Energy story and Product Name to make it more culturally salient The research iden6fied a number of behavioural nudges to achieve greater engagement by leveraging their current breakfast habit to embed the new product ritual and habit loop Priming breakfast occasions based on emerging Chinese breakfast ingredients by using the packaging visuals to create a breakfast set and increase the salience of energy and nutri6on with a modern breakfast
Case Study: Introducing a new biscuit product to the modern workday breakfast moment
Key Insights and Impact
