Our Client is known worldwide for its hundreds of consumer packaged goods with many brands we all have known since we were kids. For one of their largest, most recognized brands, an opportunity existed to stretch the brand into a new usage area with a soft packaging innovation.



The challenge was to step in over a month period and turn the results of a soft innovation around to a positive win for the organization. Early results from this innovation were not promising.



The Seed team quickly assessed the situation, brand equity and target audience needs. Within a two week period, the Seed team worked with the client to conduct qualitative research among the audience. The current position and concept statement were presented to the audience as well as 3 new strategic options. Almost immediately, the Seed team had presented a strategic matrix of opportunities for the clients review. The recommended 3 were taken into consumer research. Also, Seed used a Thumbprint naming session to generate a list of new names for the product. These names were trademark searched and presented to the target audience for feedback.

The theories were audience approved. The Seed team handed to the client a totally revised position and new product name all focused on the positive aspects of the product experience. The new product was now ready for market and upper management moved to launching the product.



Working with Seed Strategy, our Client reached their goal to expand their successful brand into a new category. The new product created high awareness among the target audience and its unique product offering was memorable.