Beyond the Beverage: PepsiCo Drinkfinity
In a
world where disruptive consumer products are the norm, beverage companies are
still struggling to innovate beyond ingredients and flavor. How to break
through? That’s the question
PepsiCo grappled with when they approached Smart Design with an idea for a
revolutionary new beverage system for Millennials called Drinkfinity.
We
helped PepsiCo bring the Drinkfinity system to life, leveraging consumer
behaviors and macro trends into a relevant, dynamic and scalable beverage
experience. As PepsiCo’s first meaningful
platform focused exclusively on e-commerce, Drinkfinity has already launched in
Brazil and is currently being piloted in other markets worldwide.
01.Inspired by the way Millennials live
Drinkfinity
was inspired by what our target audience, Millennials, value:
versatility, choice, healthy living, and sustainability. The platform
design features three personalized innovations that are as good for people as
they are for the planet.
02.Co-creating with real consumers
To
create a differentiated experience, Smart took an iterative, pilot-based
approach to research and development. Using a physical Drinkfinity Lab space in
Brazil to tap into user needs, we were able to test and refine the product with
real consumers. Our beta group of highly engaged, early adopters was crucial to
the overall Drinkfinity product family design, as well as its e-commerce launch
strategy in Brazil. Drinkfinity is currently using this same consumer
engagement strategy to evolve the platform for multiple global launches.
03.Looks like a corporation. Acts like a startup
04.More than 40 pod and bottle iterations later
To help guide bottle
development, Smart invested considerable design development and engineering
into the project, producing more than 40 different prototypes to get the
technology and architecture just right (Fun fact: the pod was inspired by a
sphere shape prototype that was a hit in early design development for its
friendly, comfortable feel in your hand). From there, Smart engineered the pod
and bottle system for manufacture, working on the ground with our Asian
manufacturing partners to facilitate production.
05.To Drinkfinity and beyond
Consumers and design experts
alike have praised the thoughtful innovation behind Drinkfinity. PepsiCo-owned
Gatorade is already leveraging Drinkfinity to make a huge impact on its own
brand. As Drinkfinity launches in additional markets, the platform represents a
first for Pepsico on many levels, creating new ways of collaboration, new ways
of leveraging user feedback and new ways to generate online revenue.
Supporting
their goal of keeping their fans inspired, Drinkfinity has been introduced in
the US market as of early 2018. Visit the Drinkfinity website to learn more
about how we strengthen their vision, values and products.
Source:
Smart Design
2018 Hello Foods Prize
Schemed by FBIF committee, Hello Foods Prize is to assemble
and appreciate creative food and beverage new arrivals in China’s market. The
Professional Group accepts F&B products launched during Aug. 1st 2016 and
Feb. 28th 2018 while the Student Group named as “Fresh Air” only focused on themed beverage design. Both groups
need to deliver samples for jury’s on-site tasting. Hello Foods jury team is a
strong combination of R&D and Marketing Directors from Wangwang, Nongfu
Spring, Coca Cola, Master Kong, Starbucks, Lepur, Firmenich, Tetra Pak, Dupont,
Ipsos and Lindys.
/ WeChat Groups /
Add Ada Chen (ID: 15021839607) to
join the largest F&B WeChat Group in the world (more than 30,000+ members).
WeChat Group include CEO, Dairy, Snacks, FSMP, Condiments, Beverage,
Marketing, R&D, Packaging, OEM and etc. Follow us and reply
"3" in the menu to get more information.
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