Innovating a new soft drink 


A large drinks company wanted to innovate a new product range to reflect the introduction of the sugar tax.


Trend analysis was developed into 10 innovation platforms, which in conjunction with experts’ opinion, were used in a ‘market place’ activity to draw out participants’ views on customer motivators and potential uses. ‘Company takeover’ was used to get participants thinking about the product as if Apple or Virgin etc. were launching it.

Outta box ideation cards then developed the potential detail of packaging, product design and consumer group appeal, by developing ideas to make it more portable, smaller, more robust, more appealing to young children etc. Seed ideas and concept creation were followed by analysis of the functional and emotional benefits of each potential product. Further mapping on a feasibility/consumer need matrix allowed ideas to be prioritised and then passed on to the product development team.


A new, “healthy like water”, but “big on taste” range, combining sparkling spring water with fruit juice was launched with 15 calories or less per bottle.