So let me guess… you are tasked with Smart Spending or Zero Based Budgeting? So we’ve heard….
Developing compelling concepts is an ongoing challenge for all of our clients. Creating a winner, of course, is the ultimate task – as so many new products fail. To mitigate risk, many of our clients often mandate processes that specify stage gates for taking concepts from idea to launch. However, the standard stage gate process can be time-consuming and costly, and may not be right for all concept challenges – especially with ‘smart spending’ and ‘zero-based budgeting’ dictating.
Most marketers are working under tighter timelines, smaller budgets and shrinking teams, more than ever before. That’s certainly what Ricola faced, when it hoped to launch a new product, Dual Action. The team had limited time to move the concept forward, optimize the packaging, and develop the ad campaign – and limited budget is the mandate always. Not only was the concept a departure from its Swiss herb heritage, it was also its first foray into the efficacy space.
Ricola chose to work with BuzzBack because we understand that developing a concept can be more like a journey than a sequential process. To move things along quickly, our process combines various steps to iterate the idea and ultimately develop the product in record time.
Ricola had a modest budget and just weeks until launch. In only 30 days, BuzzBack helped the team get the idea right, achieve clarity on how to articulate it, decide on the best pack, and determine the most effective ad/messaging.
By paralleling the learning and using our interactive techniques, Ricola accelerated their time to market with a winning idea. Dual Action has been one of their most successful product launches. In addition to the original cherry Menthol product, the product’s success led to the introduction of a subsequent flavor formulation, Honey Lemon.
Want to learn more? Download the Ricola Concept Development Case Study now.
