 Whilst working on a recent innovation project for a new beverage, a colleague of mine made an innocent, yet profound comment about the product pictured here. "Dry blood!" she exclaimed in a disgusted, and disbelieving tone of voice.
Yes, that would be disgusting. Yet, here it is. DRY BLOOD ORANGE SODA. I hope this packaging was not done by a reputable design firm. I am pretty sure that DRY BLOOD is not what they were hoping to communicate. What exactly is DRY BLOOD ORANGE SODA? I wonder if a real human being (consumer) was ever involved in this process? Probably not. Oh, by the way, the soda doesn't taste half bad. But, I don't think many mere mortals will ever try it. Vampires?
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December 2019
revolutionary Insights.This blog offers stories and discussions on how to build more relevance and differentiation for brands. The author is Timothy Coffey, Chief Revolutionist of Launchforce Strategy, a consumer research consultancy that specializes in highly creative qualitative methods. His experience ranges from brand and research management at Procter & Gamble to innovation management at Tupperware to founding and leading an integrated marketing strategy agency. He is the author of three books, Innovation Myths & Mythstakes, The New Super Consumer, Mom&Kid, and The Great Tween Buying Machine. Categories |
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