Introducing Innovative New Flavours for Wrigley’s China
IN PARTNERSHIP WITH WRIGLEY'S
Industry
Food & Beverage
Services
Product Design & Strategy
Brand & Communication Strategy
Product Innovation
Research Methodology
Focus Group
©Brandnographer
Brandnographer was invited to explore a new product concept for Wrigley’s, to discover the flavours with the most potential in the Chinese market.
The Challenge
Innovation in chewing gum is an important driver of the global snack foods industry. The flavours, packaging and even the shapes of gum need to be considered in order to win the loyalty of discerning customers.
Our Solution
Brandnographer helped Wrigley’s in uncovering Chinese consumers’ preferences for flavours that are more natural, with a subtle hint of fruit, instead of their current flavour offerings.
Results
Brandnographer was able to drive innovation by helping Wrigley’s understand young consumers. Ultimately 2 innovative new flavours, Yuzu Jasmine Tea and Rose Oolong Tea, were produced and sold on the Chinese T-mall Platform. Upon launch, Wrigley’s two new flavours went viral and became a huge hit among Chinese consumers. The new flavours sold out, helping Wrigley’s stand out amongst competitors, in an increasingly crowded market.
Impacts
99%
of the feedback received for the new flavours was positive
No. 1
is the rank of Mars Wrigley in the world's candy industry