As Little Big Innovation is all about harnessing the equities and DNA held within brands, I felt it important that my first blog post really focusses and shows examples of great innovations which really do this.
First up, Castle Lite Quick Chill.
So this innovation to me is so neat and simple, and it truly embodies the brand’s values. First of all, Castle Lite across South Africa positions itself around ‘extra cold refreshment’. And when you look back at its innovation launches, more often than not, the brand brings this to life through offering consumers either cold for longer or colder faster solutions. Now what I love about Quick Chill is that it roots back into the brand’s DNA (makes your beer colder in half the time) but also brings a bit of fun and playfulness into the category. And it is simple for consumer’s to use – no long list of instructions, and, importantly, no required behaviour change.
You Tube Link: https://youtu.be/A4NHRa-mlhI
Second up, Dove Baby.
Launched only last month by Unilever, this is a great example of stretching into a new sub-category, using your brand's functional benefit as the key foundation stone to gain acceptance with your new target audience. We all know and remember Dove's ¼ of moisturising ads from our childhoods, and what could be cleverer than launching a range of products targeted at babies which plays up this benefit for new parents. Parents know that baby skin is super soft and can lose moisture faster than adults skin. And as parents we want to do everything we can to keep our baby's skin soft and moisturised. So bravo to Dove - a clever brand stretch leveraging the brand's core functional value of moisturisation.
Image source: www.dove.com
And finally, Weetabix .
A product that has been around since the 1920s in Australia, and 1960s in the UK, Weetabix positions itself around providing 'sustainable energy for your body', providing you with the right fuel to start your day off well and keep you going. So no wonder the brand looked to capitalise upon this benefit and move into a breakfast cereal drink with Weetabix On the Go. Clever play. Especially because at the time of being launched, there was a growing shift in skipping breakfast as consumers felt that they did not have the time to eat it.