INSITUM + DIAGEO

Shaping and adapting a worldwide successful beverage for the Latin American culture, lifestyle and social dynamics.

Our client was building the basis for developing a new category in the Latin America region of low alcohol ready-to-drink beverages in order to fully compete with beer (which effectively holds 90% of the business). However, products and brands need to be adapted to the specific characteristics of the segments for which this new drink is being designed.

Objectives 

The goal was to help Diageo to design the beverage, packaging, value proposition and positioning if the a new product through a deep understanding of the drivers of consumption occasions, social dynamics and perceptions of the youth market in Brazil.

Products and brands need to be adapted to the specific characteristics of the segments for which it will be designed.

“This new methodology has proven to be more insightful than previous ones, and at the end the result was not only beautiful, but useful, being a internal reference for this type of projects.”

Approach 

We worked at different stages of the innovation process conducting ethnographic research, co-creation sessions with end users, ideation sessions with Diageo's team, rapid prototyping and usability studies around specific product concepts in order to define the best solutions for Diageo and its consumers.

Results 

The final product, called Smirnoff Mix was released in 2012. A vodka based drink, lightly carbonated, with a refreshing fruit blend and ready to drink. The operating income of Diageo advanced 9%. In emerging markets, which account for nearly 40% of its sales, revenue grew 15% and operating profit 23%.


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