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?
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.