Original

They say the best way to predict the future is to invent it. But it goes without saying that developing original — yet purposeful — ideas is easier said than done. The stark reality for new product development is that the large majority of it fails. That’s the uphill battle facing brands, both big and small, as they look to meet and pre-empt the evolving needs of consumers.

There are a myriad of reasons for why failures occur. Whether it be the absence of early consumer input to ensure consumer interest matches internal excitement, a lack of marketing or retailer support at launch, or just that the product experience doesn’t match consumer expectations. No matter the reason why, one fact remains true: radical or disruptive innovations that turn a category on its head are few and far between.

This certainly isn’t intended to dissuade brands from thinking big when it comes to pursuing new opportunities; rather, a reminder to temper their expectations — with the most successful new product innovations we’ve ever tested following the 80/20 rule. That is, being more familiar than they are new, meaning that originality must be carefully balanced with the other core ingredients necessary for new innovation success.‍

‍

Some ideas seem so obvious, in retrospect

The art of successful innovation is to see what everyone else has seen, and to think what no one else has thought. We’ve all seen a product on-shelf and wondered to ourselves: “Why hasn’t anyone thought of doing that before!?”. But to be a success it must offer more than just a distinctive twist: it must address a real (and ideally unmet) consumer need or desire.

Take Vicks’ VapoShower tablets. While we all crave a hot shower when struck down with a nasty cold, the idea to combine this rudimentary occasion with a tablet that infuses with shower steam (triggering the familiar scent of Vicks) offers something entirely new and unexpected. Or Sara Lee Veggie Bread, specially developed for families who are struggling to get their children to eat their daily intake of vegetables (along with other fussy eaters in the household!). By disguising the veggie-infused product as any other regular bread, it provides parents with an unconventional way to ensure their children are getting all their essential vitamins and nutrients.

‍‍

Established brands have just as much opportunity to challenge the status quo

While Pepsi hasn’t ever shied away from an unconventional flavor launch, the brand’s focus always firmly remains within its carbonated cola wheelhouse. The 2022 release of Pepsi Nitro was designed to address changing consumer palettes that have seen the heavily carbonated, acidic nature of regular soda increasingly fall out of favor with younger people. The brand took inspiration from adjacent categories (including cold brew coffee and canned draft beer) to capitalize on a new product opportunity. While the cola flavor and overall look and feel of Nitro remained consistent with what people are accustomed to seeing from Pepsi, the product included a category-first nitrogen widget inside the can. Once opened the drink is infused with nitrogen, with the end result being a smoother and creamier flavor experience.

‍

Most of Old El Paso’s new product innovation could best be described as “familiar” — for example, the launch of Tortilla Pockets saw the brand evolve its traditional wraps to solve the pain point of messy taco nights. However, this hasn’t stopped the brand from exploring more left-of-center opportunities. It recently expanded into the dessert aisle with cinnamon-encrusted Dessert Taco Shells, tapping into an entirely different occasion to the one served by its core range. The collaboration with iconic breakfast brand Cinnamon Toast Crunch was a hit, with people re-imagining tacos and how they could instead be paired with their favorite dessert (or even replace them entirely).

‍‍

Form vs. Function

Plastic bottles have been — and still remain — the norm within the shampoo and personal care category. While smaller upstarts have attempted to disrupt these conventions with the introduction of shampoo bars, Garnier was one of the first mainstream brands to adopt this format. Its shampoo bar is designed to last for up to 2 months (being made from 97% biodegradable ingredients) while its proprietary fast-rinse technology helps save water. Added to this the box is made of 100% recyclable cardboard and uses 80% less material than standard bottles. This culminated in the product being warmly received by consumers, with the impact of it being housed under Garnier’s Ultimate Blends sub-brand further adding to its credibility and spurring trial.

‍‍

Limited-time offerings can spark conversation and excitement

Novel, limited edition flavors (plus unexpected brand collaborations, seasonal products, or even April Fools ideas that weren’t ever designed to hit shelves) can play an important role in generating buzz around the masterbrand (both through word-of-mouth and earned media). They can also help drive feelings of exclusivity and a desire to not miss out.

Baileys is a brand that has continued to dabble in seasonal launches and novel expansions into adjacent categories, with its release of Chocolate Bombes during Christmas 2021 ticking both of these boxes. The product’s Baileys-flavored milk chocolate exterior and marshmallow interior was enthusiastically received, with the prospect of a fun and innovative — yet premium — festive dessert having widespread appeal (tapping into the growing trend of indulging at home).

While Baileys focused on seasonality with Chocolate Bombes, Coca-Cola has continued to push the envelope with its new product innovation strategy — no matter the time of year. Its line of Creations is one of the more out-there limited-time offerings, with the wide array of mysterious flavors (such as the space-themed Starlight) helping keep the brand top-of-mind while maintaining trend-setting perceptions.

That said, brands with stronger equity have greater flexibility to experiment. What might be fine for someone like Coca-Cola — who have built a reputation for the unconventional — might not be right for a newcomer brand looking to establish itself and carve out a clear positioning in the market.

‍‍

Explore opportunities in complementary categories

Innovation is sometimes as simple as taking two things that already exist and combining them together in a new and unexpected way. Corn puffs aren’t all that original, nor is mac ‘n cheese. However, combine the two and you have an entirely new offering that challenges category conventions. The success of Cheetos Mac ‘n Cheese is a testament to this, with the fun and bold pairing of classic Cheetos flavors and mac ‘n cheese sparking excitement and curiosity.

‍