CASE STUDY: Moconna

Industry: Instant Coffee sachets

Challenge: Developing a future category vision

Unravelling the complexity of people

It’s never a straight line between where a category is today, and where it could go in the future

So how do we use current attitudes and behaviours as a springboard for developing a future category vision?

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Solving problems

Our online consumer co-creation process allowed us to understand gaps in the market, and work with consumers to develop future product and positioning solutions

Creating opportunities

Taking an occasion needs product-based approach allows us to project forward, to understand what the next generation of products needs to be
With a supporting positioning and trade strategy, developing a comprehensive vision for a market

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