The task was to develop innovation ideas with significant market potential. We decided to review every single idea that Tetley had generated in the last five years as well as generating new ideas. As always with Adcepts we developed multiple angles for each idea so we could give each idea its best chance of succeeding with consumers.
That way we could cast a new light on ideas that had failed in the past. This is key, as it is often the old ideas that tend to have the biggest sales potential – the search for ever more innovative ideas can bring novel creative approaches that unfortunately are ever more niche. The process created three ideas that the innovation team are progressing and developing (obviously confidential till launched!).