Product innovation + sustainability = a donut?
Product developers identify consumer needs and look for simple innovations to answer those needs. Sounds easy right? The task isn’t as simple as it appears especially when the category is mature, the product you sell can be found naturally for free and the package that holds the product is produced from a non-renewable resource.
This is the dilemma among hundreds of product developers in the bottled water category but one Finnish designer found an innovative solution to an otherwise recently weary category. Stephen Linfoss recognized consumers desire to have an emotional, fun and creative experience with products they purchase. He also wanted to address unanswered category opportunities such as stacking bottle water or carrying it while jogging. The result of listening to consumers and aspiring to address their subconscious needs was POP, a stackable water bottle shaped like a donut. Stephen aspired to create bottle water product innovation as well as a responsible product line thus POP is entirely made from post-consumer recycled products, can be recycled after usage although reusing the package is encouraged and € .10 from each purchase supports local Finnish efforts to clean the Baltic Sea. The donut shape enables it to be easily stacked and a special belt loop allows consumers to easily carry the bottle while exercising.
We can learn from Stephen’s product development success and sustainable aspirations in several ways. We can help our retail partners develop innovative programs that are differentiated from what’s currently on the shelf even in mature categories. Thinking “outside the bottle” presents store brand opportunity and profits. With our creative expertise we can help our retail partners develop profitable, sustainable programs that address category opportunities and consumer needs.
We should seek to inspire emotion with store brand products by keying into the voice of consumers; what are their struggles and how can store brand products solve their frustrations. Like Stephen Linfoss, we need to entrench ourselves in the minds of consumers because opportunities are often hidden from the otherwise unobservant eye. Creating more from less is a simple but difficult task but rewarding financially as well as socially.
Check out Martin Lindstrom’s interview with Stephen Linfoss.http://adage.com/brightcove/lineup.php?lineup=1182767334
This is the dilemma among hundreds of product developers in the bottled water category but one Finnish designer found an innovative solution to an otherwise recently weary category. Stephen Linfoss recognized consumers desire to have an emotional, fun and creative experience with products they purchase. He also wanted to address unanswered category opportunities such as stacking bottle water or carrying it while jogging. The result of listening to consumers and aspiring to address their subconscious needs was POP, a stackable water bottle shaped like a donut. Stephen aspired to create bottle water product innovation as well as a responsible product line thus POP is entirely made from post-consumer recycled products, can be recycled after usage although reusing the package is encouraged and € .10 from each purchase supports local Finnish efforts to clean the Baltic Sea. The donut shape enables it to be easily stacked and a special belt loop allows consumers to easily carry the bottle while exercising.
We can learn from Stephen’s product development success and sustainable aspirations in several ways. We can help our retail partners develop innovative programs that are differentiated from what’s currently on the shelf even in mature categories. Thinking “outside the bottle” presents store brand opportunity and profits. With our creative expertise we can help our retail partners develop profitable, sustainable programs that address category opportunities and consumer needs.
We should seek to inspire emotion with store brand products by keying into the voice of consumers; what are their struggles and how can store brand products solve their frustrations. Like Stephen Linfoss, we need to entrench ourselves in the minds of consumers because opportunities are often hidden from the otherwise unobservant eye. Creating more from less is a simple but difficult task but rewarding financially as well as socially.
Check out Martin Lindstrom’s interview with Stephen Linfoss.http://adage.com/brightcove/lineup.php?lineup=1182767334
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