Dear XXXX,
Thank you for doing the innovation fundamentals simply and brilliantly with your XXXX Ultra:
- Target – check
- Need – clear
- Occasion – yup
- Competitive Set – defined
- Distinctive & memorable brand assets leveraged – bang on
OK, OK, OK, perhaps you're a little late to the whole low/no carb thing. But what Robert Atkins started in the 1970s and that became HUUUUGE in the early 2000s, really does seem like more of a long-term trend than a short-lived fad. So definitely better late than never. And people weren't drinking Vodka Soda back in 2003 as far as I recall.
But what of the camping occasion…Really? How often do people actually go camping? Isn't that like the “perfect for BBQs” (UK) usage occasion that every innovation workshop attendee has hesitated over and then avoided putting their sticky dot on, when it comes to prioritisation time?
“...I just don't think the volume will be there, Marcus...”
Well thank you XXXX for dismissing the workshop cynics and naysayers and simply using the camping occasion in your advert as a metaphor. Sure camping might not happen all that often. But as a metaphor and impactful dramatization of every occasion when mixing-up a Vodka Soda seems as questionable to your mates as it does a hassle, it's spot on.
Thanks for keeping things simple, thanks for keeping at it with the innovation (they can't and won't all work) and thanks for reminding me of the innovation fundamentals done well.
Thanks again XXXX. Ned