challenge

Pepsi Cola North America (PCNA) was looking for "white spaces" to develop new products.


Solution

Using our HONEYCOMB℠ Behavioral Competitive Structure we found that the consumer beverage decision making process was driven by the situation or occasion consumers find themselves in and the needs associated with it.  


Results

Our recommendations led to Mountain Dew Kickstart®, which was recognized as one of the top 10 breakthrough new products by Nielsen in 2015.  It earned $231 million in year 1 retail sales and reached $300 million in year 2, far exceeding the $100 million benchmark for successful new product innovations.