expedite launch into a new category with innovation sprints
by: Andrew Turner
Carlton & United Breweries (CUB) was seeking to expand into RTDs via a vodka soda innovation (Actual) that leveraged moderation and ‘better-for-you’ megatrends. They conducted rapid-fire testing of their concept, pack and liquid via innovation sprints that used industrial design expertise, product clinics and our shopper lab facilities. The results allowed them to pivot pre-launch with a product fit-for-market that has since expanded into new flavours and is ranged in all big liquor retailers.
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about the author
Andrew Turner
As PLAY’s Associate Director, nothing pleases Andrew more than getting to the “Why” of people’s claimed behaviour. With a background in Social Psychology and a 16-year research career spanning FMCG, services and social territories, his key belief in any project is to "tell you what you need to know, not just what you want to hear". Aside from being our sensory expert, Andrew is an avid foodie and loves to wet a line at the nearest stretch of water. He’s also a musician, having once been the lead singer in a metal band.
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