What is the future of bubbles?

The Challenge

A global beverage brand recognized that sparkling beverages were a whitespace area for innovation. So they came to us with a straightforward question:

What drives sparkling consumption today, and what new sparkling opportunities exist for the future?

The Approach

We employed a 5-day category saturation and deprivation study aimed at identifying consumers' unmet needs, wants, and desires within the space.

We sent two still and sparkling beverages to 100 consumers nationwide, requiring them to drink only one and chronicle their experiences in real-time using our proprietary digital ethnography tool, Blography. To dig even deeper, we followed up with our favorite bloggers to do in-home interviews.

The Now What?

Coming out of the experiment, we provided the client team with 8 insight-based opportunity territories, including guardrails and innovation sparks. These territories were packaged into a series of fun and engaging innovation flash cards designed to facilitate conversation and internal buy-in.