Nestlé
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- Grow the US morning beverage market
- Spend entire mornings shadowing consumers at home, in their cars, and at work
- Gain new undertandings of people's morning routines
- Describe the previously unknown beverage and packaging needs of the now-dominant segment of "non-morning" people
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Providing a good morning for non-morning people
Although Nestlé was the dominant player in the global morning beverage market, their connection with consumers in the United States had weakened. A field study of people's morning routines in which we closely shadowed consumers at home, in their cars, and at work, identified how activities and mood affected beverage choice. One of the strongest drivers of behavior was how people identified themselves -- as a "morning person" or a "non-morning person." Each of these age-old archetypes had distinct, previously unkown needs leading Nestlé to new beverage and packaging concepts that support the slow-rising tendencies of the neglected, but now-dominant "non-morning" segment. |
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