The project was run in two separate stages, over a period of 6 weeks and involved virtual brainstorming Zip-Zap-Zoom workshops, plus extra support from our team of Creative Agents and Copy Editors. The project was concluded with online consumer screening in three markets, that identified a number of winning ideas that have been progressed.

In the first stage, our team of Creative Agents generated some new ideas linked to agreed insights.  This work was supported by two virtual Zip-Zap-Zoom workshops with the wider project team. This work generate over 150 early claims and ideas that were all captured using our Zip-Zap Ideas® platform.

In stage two, our Copy Editors refined a total of 68 mini-concepts that were tested with 400 target consumers in Germany, Mexico and the USA.  Using Zip-Zap Ideas®, consumers were presented with a randomised list of ideas and encouraged to select ideas they liked, to add comments and any ideas they felt were missing. 

From the 68 concepts and claims tested, 10 ideas were "significantly appealing" with target consumers based on 90% confidence level.  The project also generated a wide range of consumer verbatims that have been used by the team to refine the winning ideas.  At time of writing, the team are proceeding with winning ideas. The global team have also used the Zip-Zap Ideas® approach on a further two projects.