Challenge and Selection

I work in one of the biggest beverage industries of the world. We had to launch  a new product in the market and it was a unique product for which the whole  new market segment had to be developed. The new product was a substitute for  a cold drinks which had practically zero calories in other words it can be  considered as “flavour infused carbonated water”.  So, we couldn’t find a proper  way to launch it as it would only attract a niche segment of the population and if  it wasn’t handled properly the product would fail. So, I thought of using the  Storytelling tool. It is a great tool, whenever there is a need for a lot of  convincing it is the best one because it connects with the people and helps them  to empathize with the scenario.

Application

Storytelling tool helps to create a good connection with the audience and also  helps them to feel and open up about themselves. So, we actually developed a  story and my first audience was our own employees who were unaware of the  new product. I talked about the time when every time I had the urge of  savouring the taste of a cold drink. I had to let go off it sometimes because of its  harmful effects to my body or sometimes I would have it with some amount of  guilt which would ultimately reduce the overall experience. I always wanted a  healthier alternative. This product would be a panacea for all the persons who  have had similar thoughts like me. It does not have any harmful effects of a cold  drink and provides you with a richer taste and also people with fitness routines  can have this as it does not contain any calories. This story clicked with the  customers and there was no backlash from anyone so we went ahead with this.

Insight and Approach

The results were exuberant and unrealistic, the customers all over the world  love the product because they were able to connect with the story in some way  or the other and this incident has been a real highlight of my life. Looking  forward I would choose a more structured way by using different design  thinking tools and checking which can be applied in a better way and more  efficiently.

If I have to select a different tool I would choose Learning Launch as it can also  be a good alternative in this scenario instead of Storytelling. As it would allow  to test the key underlying assumptions of the product.

