project role: lead
Kraft needed help reimaging the possibilities for ‘more gum on hand.’ Instead of laser focusing on consumers’ behaviors and wants specific to gum, we stepped outside of the category to help Kraft find their compass. Chewers completed two waves of online creative assignments over the course of 2 weeks as a way to better understand what drives them as people. They also underwent follow-up in-home and at-office ethnographies to pressure test emerging hypotheses. Leading insights were then ‘play-shopped’ with Kraft, utilizing stimuli and unique exercises to help push the envelope on opportunities for future innovation.
Along with a handful of packaging concepts and descriptions, Kraft walked away with a detailed snapshot of their ‘MGOH’ segment: psychological drivers, associated behaviors, and key design cues.