The Question

What factors drive excitement and how can Unilever use them to build innovation platforms for future Wall’s children’s ice cream ranges?​

The Approach

Research across three stages in four countries, for an in-depth understanding into the triggers of excitement.

• Identified codes of excitement via ‘excitement scouts’ and semiotic analysis.
• An online survey to dissect these drivers of excitement.
• Developed ‘design rules’ using innovation workshops and co-creation to identify flavours, effects, colours, packaging, characters and merchandising.

The Outcome

Six Innovation Pillars were created for use in new product development.​ A rulebook for 'maximizing excitement' was developed and formed future strategies in global NPD.​