Let's Get Decorating!

PILLSBURY FILLED PASTRY BAG | NEW PRODUCT INNOVATION

Exploring unmet customer needs through product development

CREATING ON-TREND PRODUCT INNOVATION

The J. M. Smucker Company was looking for ways to innovate around the Pillsbury brand. As the number one frosting brand in the category they enlisted us to explore “Blue Sky” product opportunities and product delivery systems around frosting and decorating.

We took a deep dive into consumer baking habits, audited innovative delivery systems inside and outside the category and explored the popularity of cake decorating at home, on TV and trends within the world of decorating through visiting successful cupcake shops, boutique bakeries, food trucks, etc.

PRODUCT IDEATION THROUGH RAPID PROTOTYPING

Through a series of ideation sessions, prototyping structural options, and consumer feedback we were able to uncover the opportunity space within the category. Consumers loved the idea of decorating like a professional, but didn’t want to buy and fill pastry bags. Consumers also gravitated towards a more literal product description verses a fanciful name, using a product visual directly focused on decorating a cupcake, the strong visual of the Built-In Star Tip feature and inclusion of a die-cut window so they could touch and feel the actual bag, and decorating ideas!

Brand equity is reinforced by strong color-coding of the flavor, typography, and color which remain consistent with the newly designed cake and frosting lines (see our other case study). The end result is a strong national launch, and organic growth for the Pillsbury brand by bringing more convenience and creativity to decorating

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