Additional Media
Challenge
The Pepsi-Lipton tea partnership needed to introduce an innovative technology for brewing iced tea that would capture new market share in today's productivity-driven restaurant environment. The resulting product had to support new technology without alienating the sensibilities of an age-honored institution. The new package not only needed to improve the economics of freshly brewed iced tea, but instill the trust of this venerable brand, built over scores of years in the market.
Introduction of this product to market was especially critical. There was simply no room for error in being first to market and right on target with customer needs. The launch had to be fast, the equipment flawless.
Value Provided by Research
Worrell used our proprietary Censys® tool to define and prioritize the most important design criteria. We evaluated more than 215 face value customer requirements to identify 11 unique customer delight opportunities, which have met with unprecedented success in the market. Our Lipton Team Brewer won the Business Week Silver IDEA award, The Best in Class award for Appliance Magazine and is on track to be Lipton's best selling dispenser of all time.
Censys® delivered accurate, definitive and actionable customer-driven design criteria that resolved the disparity between what customers said they wanted and what they are actually willing to buy.
