Candy is like air
Wrigley wanted to discover opportunities for growth in global markets. It wanted a range of opportunities: Capture share, grow the market, and create new categories. Ethnographic research was conducted in Russia, Mexico, China, and India. A wide range of ages and social classes were included. We explored time-of-day, gender issues, price/value perspectives, and the meanings of a huge variety of flavors and textures. Eighteen different need areas and four strategic opportunities were identified based on consumption frames of emotional vs. rational and everyday vs. special. Using the findings, Point Forward generated ideas for new candy and snack products including form, flavor, texture, packaging, and brand message. |
