Helping an established brand enter a new segment
Heinz has detected an opportunity to enter the hot sauce category. It is considering two product directions: chillies of the world and chillies for host food.
Tasks
Perform tests on UK, Saudi Arabia, Turkey, Mexico, Australia & Brazil.
Product direction & storytelling
Mapping of initial needs and desires
Online test
Profile of early adopters
Winning Value Proposition
Outcomes
We were able to define the winning value proposition, profile of the target audience, preferred sauces, drivers and motivations.
Each country is launching the sauces that are most appealing to its customers.