Kantar-2024年度杰出創(chuàng)新獎（英）

CELEBRATINGINNOVATIVEBRANDSWORLDWIDE...andhowtheyFindNewSpace

?Kantar2024

INTRODUCTION

Innovationiscrucialtodriving

sustainedgrowth.Forallbrands,bigorsmall,successdependsonfindingnewwaystoengagewithpeople.

Thiscanhappeninmanyways–notjustthroughnewproductsorservices,butalsoinadditionalcontexts,on

differentoccasions,orwithwiderdemographics,forinstance.Kantaranalysishasshownthatbrandsthatcanidentifyandmoveintonewspacedoubletheirchancesofgrowth.But

gettingitrightisn’teasy.So,whatmakesthedifference?

Tohelpanswerthatquestion,lastyearwelaunched

Kantar’sOutstandingInnovationAwards.Wedrewonour

comprehensiveresearchtoidentifyexcellenceininnovation

andsharekeyinsightsonhowbrandswereachievingit.Fromhouseholdnamestoemergingstars,thewinners

andtheapproachestheytookwerehugelydiverse.Whattheyhadincommonwasanabilitytostretchinnewdirectionswhilemaintaininganauthenticpresence.

Forthisyear’sawards,we’reagainshowcasingthebrands

thathavedemonstratedthevisionandboldnessnecessarytostepintonewspace.Asthewinnersmakeclear,there’s

noone-size-fits-allanswer–andthepathtosuccessisrarelystraightforward.Therewards,though,areundoubtedlyreal.

CONTENTS

ASTANDINGOVATIONFOROURWINNERS4

CATEGORIES

CONSISTENTLYINNOVATIVEBRANDS6

RISINGINNOVATIVEBRANDS14

PIONEER22

BRANDBLUEPRINTAWARD–INNOVATION26

FIVELESSONSLEARNEDFROM32

SUCCESSFULINNOVATORS

CONCLUSIONSANDIMPLICATIONS40

2?Kantar2024|3

ASTANDINGOVATION

FOROUR

WINNERS

BeingMeaningfullyDifferent

KantarBrandZanalysisconsistentlyfindsthat

thebrandsthatpeopleperceivetobemeaningful(meetingpeople’semotionalandfunctional

needs)anddifferent(offeringsomethingthatothersdon’t,andleadingtheway)consistentlyoutperformtheS&P500.Allourwinnersscoredhighlyonbeingmeaningfulanddifferent.

Demonstrating

innovativebehaviours

Thewinnersalsoscoredhighlyononeormoreofthefollowinginnovationattributes:shakingthingsup,

fittingwellintoeverydaylife,leadingtheway,offering

agoodrangeofproductsandservices,making

people’slivesbetter,havingwell-designedproductsandservices,andbeingcommittedtosustainability.

Sustainedbusinessimpact

MeaningfullyDifferentinnovationsshoulddrive

improvedbusinessperformance.Toassesstheimpact

ofinnovationonbusinessresults,welookedatsalesdata(whereavailable)andKantarBrandZscoresincluding

DemandPower,FuturePowerandPricingPower.

WeidentifiedourwinnersusingKantar

BrandZdata,Worldpaneldataaswell

asassessmentbyourinnovationexperts.

Weusedthreeimportantcriteria.

Wesupplementedthisanalysiswithawiderangeofpubliclyavailableinformationsources,andinterviewswithsomeofthewinningbrands.

Let’srevealthewinnersineachcategory,andwhatmakesthemstandout.

4?Kantar2024|5

Thewinnersinthiscategoryhavedemonstrated

innovativeactivityoverasustainedperiod.

AnanalysisofKantarBrandZdatafromthelastfiveyearsrevealedhowthesebusinesseshave

successfullyforgedpathsintonewspace.

Whetherthey’reanewkidontheblockortheproudownerofadistinguishedheritage,thebrandsherearenevercontenttorestontheirlaurels.

6?Kantar2024|7

8

NUTELLA

Nutella’sinnovationjourney

beganinPiedmont,Italy,in1964–whenthecompanyFerreroblendedhazelnuts,sugarandcocoainto

asmart(andsweet)solution.

Themuch-lovedbrand’sdistinctive

identityisreflectedinperceptionsof

itasbeinghighlymeaningfuland

different.Nutellaisnowbuildingon

thisstrongfoundationtomoveinto

excitingnewspace.InEuropelastyear,itlaunchedproductstargetingthe

out-of-homemarket.Spottinganopportunityinpeople’schangingattitudestowardsdesserts,the

companyworkedwithquick-servicerestaurantstoofferNutellapastriesinMcDonald’sandNutellaice

creaminKFCandBurgerKing.

Thebrandisalsoinvesting

significantlyintheUSmarket.In

2023,itdoubleditsline-upthereby

bringingtwospread-filledproductstothecountry:itsB-Readywaferbars

andheart-embossedNutellaBiscuits.

Genuinelyboldmovesinnew

directionscreateidealopportunities

forimaginativeadvertisingand

marketing.Nutellahasseizedthis

chancethroughplayfulcampaignsthathavereinforceditsuniquecharacter.In2022,thebrandlaunchedacollectible

‘BreakfastacrossAmerica’

rangeofjarsintheUS.Intendedtohelppeoplecreate“specialbreakfastmemories”,these

featuredoneof16landmarklocations

alongsidealocalrecipe,fromaNew

Orleans-inspiredbeignettoblueberry

pancakesfromPortland.Similarlines

havefollowedinIndiaandCanada.Andtomarkits60thanniversarythisyear,

Nutellalaunched

11limitededitionjars

,featuringrelatablepersonalitieslike‘thesuperhero’,‘theromantic’and‘thechef’.

Thespiritseenintheseinitiatives

comesthroughinthewaypeople

seeNutellaasshakingthingsupand

leadingtheway.Inaddition,thebrand’songoingdeterminationtostayontop

oftrends–itislaunchingaplant-basedversionthisyear–helpsexplainwhyitisexpectedtogainimportanceinfuture.

Nutellashowinghighmeaningfulanddiferentscores

170

150

130

110

90

70

50

Shakingthingsup

Leadingtheway

MeaningfulDiferentWillgain

importanceinfuture

NutellaAverage

Source:KantarBrandZ

“Thechangeintheperceptionandconsumptionofdessertshasledustobepresentintheout-of-homemarketalongsideotherstrategic

andpenetratingpartnerswhocancoverthedifferentconsumptionmodesrequiredtoday:on-premise,on-the-go,take-away,and

homedelivery.Nutellaisconfirmedasthemostsuitableproducttobecomepartofthechannel’soffer,thankstoitsversatility.”

GabrielePrimavera,

Out-of-HomeSalesDirector,

Ferrero

?Kantar2024|9

JIO

“JioPlatformsisprimedtotaketheleadona

globalscaleinadvancing6Gcapabilities,

whichwouldbethefirst

Fromconnectedcarstocontent,Jio’sactivitiesreachfarand

wide–buttheyaredrivenbya

clearunderlyingpurpose.Thisis

reflectedinKantardata,which

indicatesthatpeopleseethe

brandasfittingwellintotheir

liveswhilemakingthembetter.

Thecompany’stopFuturePowerscoreisbackedupbyproducts

likeitsAirFiberservice–providingfastspeedswithoutacable

infrastructure–anditspioneeringresearchinto6G,whichitaims

totaketotheglobalstage.

Atelecommunicationsoperatorsince2016,theIndianbrandJiohasshown

courageandvisiontoexpandintoa

MDSBehaviours

widevarietyofothersectors,driving

rapidgrowth.Jio’stopBrandZscores

MEANINGFUL154

DIFFERENT157

SALIENT169

forDemandPowerandPricingPowerattesttoitsconsistentdisruptionof

newmarkets.Thefreedailymobile

dataitofferedatitslaunchproved

massivelypopular,catapultingIndiatothetopspotinglobalusage.Sincethen,Jio’saffordablepricesandeye-catchingoffers(suchasfreeTVs)

into

companytheworld

havecontinuedtoseehugeuptake,forcingotherproviderstoadapt.

Thebrand’sgrowingconsumer

developthe

next-generationnetwork.”

basehasallowedittobuilda

comprehensivedigitalecosystem,rangingfrommusicandvideo

streamingtofinancialservicesandonlinegroceries.

Jio’snationwide,low-cost4Gnetwork

hasempoweredruralcommunities.

InnovativeBehaviours

MukeshAmbani,

Chairmanand

ManagingDirector,

Jio

126

123

TogetherwithinnovativeproductsliketheJioBharat,abudgetfeaturephone,itissupportingeconomicgrowthand

Makepeople’slivesbetter

Willgainimportanceinthefuture

124

125

Oferagoodrange

Fitwellintoeverydaylife

helpingtobridgeIndia’sdigitaldivide.(Jioadded2millionruralmobileusersinJuly2023,whileitscompetitorslostground.)Lastyearthebrandbrokethemouldagain,providingfreestreamingofliveIndianPremierLeaguematchestoattractmillionsofcricketfansto

itsvideoplatform.Analystsbelieve

FuturePower

127

121

Standfor

somethingunique

122

thisaudaciousmovecouldleadto

Havewelldesigned

productsandservices

%

aroundhalfofIndia’svideoondemandsubscribersswitchingtoJioCinema.

124

PricingPower

124

121

215

DemandPower

144

Shakingthingsup

Leadingtheway

SustainabilityIndex

?Kantar2024|11

Source::KanttarrBrandZ10

SAMSUNG

Samsungregaineditsnumberone

positionintheglobalandEuropean

smartphonemarketsinthefirstquarterof2024.ThepopularityofitsGalaxyS

Seriesmodelcontributedtothecompanyselling12.1mphonesinEuropeinthe

period,achievinga37%marketshare.

Thebranddoesnotonlyrelyonlyonthe

strengthofitscurrentofferstogrow:ithas

shownrealconfidenceinitswillingnessto

stretchintofertilenewspace.Samsungoffersafarmoreextensiverangeofsmartphones

thanitsrivalApple,frommoreaffordabletohigh-endmodels,andleadsthesmallbutsignificantfoldablephonesmarket.

Thecompany’sdeterminationtocontinue

innovatingisseeninitscutting-edgeresearchinscreentechnology.Lastyearitunveileda

newfoldablephoneconceptthatcanbend

360degreesbothinwardsandoutwards–

alongsideotherexcitingprototypeslikean

OLEDscreenwithabuilt-infingerprintsensortomeasurehealthdata.Thevaluesthat

underpinsuchworkarereflectedinpeople’sstrongimpressionthatthebrandisleadingthewayandstandsforsomethingunique.

Samsungalsoshowsgenuineimaginationinitsapproachtosustainability–helpingexplainwhyitleadsperceptionsforthis

categoryforitssector.Since2022,the

companyhaspartneredwithscientists

torecyclediscardedfishingnetsinitsproducts.Recycledmaterialscannowbe

foundinallSamsung’sGalaxymobileproducts

–includingtablets,PCsandwearablesaswellassmartphones.TheGalaxyS24seriestakesthisapproachastepfurther,incorporating

recycledmetalsinkeycomponents.ThebatteryintheGalaxyS24Ultracontainsaminimumof50%recycledcobaltand100%recycledrareearthelements.

Samsung’sgroundbreakingsustainabilityinitiativescontributesignificantlytoits

highDemandPowerscore,whereit

comfortablyoutperformsitscompetitors.

12

“Samsungis

responding

tothethreats

ofclimate

changewithacomprehensiveplanthat

includes

reducing

emissions,newsustainability

practices

andthe

development

ofinnovative

technologies

andproducts

thatarebetterforourplanet.”

Jong-HeeHan,

ViceChairmanandCEO

SamsungElectronics

INNOVATIVEMATERIALS

RecycledMaterials

GalaxyS24seriesusesrecycled?shingnetsandothermaterials

MARKETLEADERSHIP

$24B

revenuefrommobileexperience(MX)

ExpansiveUse

Foundinphones,tablets,PCsandwearables

12.1M

ENVIRONMENTALIMPACT

smartphonessoldinQ12024

Implemented

practices

newsustainability

37%

marketshareinEurope

Developed

products

eco-friendly

SamsunghastopscoresversuscompetitorswhenlookingatDemandPower,FuturePoweranditsSustainabilityIndex

Haveanimpacton

DemandPower

SustainabilityIndex

SamsungBrandABrandBBrandCBrandDBrandE

BrandFBrandGBrandHBrandI

125

120

118

106

104

103

101

101

100

99

400

277

123

113

103

87

86

SamsungBrandABrandBBrandCBrandDBrandE

73

58

45

BrandFBrandGBrandHBrandI

FuturePower

Samsung139

BrandA133

BrandB133

BrandC131

BrandD129

BrandE123

BrandF112

BrandG109

BrandH104

BrandI103

Source:KantarBrandZ

?Kantar2024|13

Intoday’sconnectedsociety,consumers’

expectationschangefast.Thewinnersinthis

categoryhaveinthelasttwoyearsshownthe

capacitytomeetthischallenge:evolvinginline

withrapidlychangingtrendsorgeneratingnewonesoftheirown.WeanalysedKantarBrandZ

datasince2022toidentifythebrandsreinventingthemselvesinimaginativeandexcitingways.

14?Kantar2024|15

CHASEPAYMENTS

ThroughChasePaymentSolutions,theUSbankJPMorganChasehas

steppedintoadynamicnewspace,offeringasuiteofproductsto

helpsmallbusinessesmanagethe

paymentprocessmoreefficiently.Thearmofthebusinesswasrebranded

in2022,helpingthebanksecureastrongpositioninagrowing

marketwhilebuildingrobust

relationshipswithsmallenterprises.

Asconsumersincreasinglyshuncashtopaywithcardsandphones,Chasehasadaptedtomeetthisneed,

combiningthetrustithasearnedasanestablishedfinancebrandwith

theagilityofafintechstartup.ItsQuickAccepttechnologyprovidesa

fast,convenientwayformerchants

toreceivecreditcardpaymentsin

personoronline,andmeanstheyseefundsintheiraccountthesameday.Itcanbeusedwithtoolsincludingapoint-of-saleterminalandapp,cardreader,and‘taptopay’foriPhone.

Datafromthesetransactionsisbroughttogetherthrough

ChaseCustomerInsights–a

businessintelligenceplatform

thatprovidesintuitive,actionableanalytics,withnoadditional

setuporfees.Supplementary

offerssuchasthiscreateadeeperengagementwithsmalland

mediumbusinesses,openingupfurtheropportunitiesthrough

Chase’swiderbankingservices.

ApositiveresponsetotheserviceisevidentinChasePaymentSolutions’risingscoresforMeaningfulness

andDemandPower,aswellasitsincreaseinFuturePower.

Perceptionsofarangeofrelevantattributeshavealsorisen,with

thebrandincreasinglyseentobeshakingthingsup,offeringagoodrangeandstandingforsomethingunique.Recentmoves,suchasitsexpansionof‘taptopay’into

Canada,indicatethebrand’songoing

drivetoengagewithnewusers.

16

ChasePaymentSolution’sDemandPowerandFuturePowerincreasingversus2023

150

100

50

0

2023202420232024

DemandPowerFuturePower

Source:KantarBrandZ

?Kantar2024|17

VIRGIN

AUSTRALIA

In2020,newchallengesfacingtheaviationindustrypromptedVirgin

Australiatocompletelyre-imagineitsbusinessstrategy,focusingonastreamlinedfleetfordomesticandshorthaulinternationaltravel,a

revitalizedcustomervalueproposition.

Thismovewasaccompaniedby

newsustainabilitymeasures,andacommitmenttoreachnetzero

by2050.Thechangeofdirectionwasreinforcedthroughinspired

creativecontent,emphasisingthepromiseof“exceptional

experiencesatgreatvalue”.

Therenewedsenseofpurpose

broughtauthenticitytoVirgin

Australia’smarketing,allowingittostrikeachordwiththepublic.

Anewbrandcampaign‘BringonWonderful’,focusingontheairline’sstaff,highlighteditscustomer

serviceandambitionto“bring

joytoyourjourney”.Onepopular

experiencewastheMiddleSeat

Lottery,whichgavecustomers

whobookedthis-traditionallyonly1%ofcustomers-thechanceto

winthousandsofdollars’worthofprizes,suchasflights,tickets,and

holidays.Thecompetitiongeneratedpublicityacrosstheworld,andwasextendedforseveralmonths.

Thechangeshelpedthebrand

findnewspaceinmeetingdemandfordomesticandshorthaultravel

followingtheCOVID-19pandemic.

In2023,VirginAustraliabecameprofitableforthefirsttimein

nearlyadecade.Itspenetration,aswellasitsFuturePowerscore,arealsonowbothresurgent

followingpost-pandemicdips.Thisturnaroundvindicatesthe

brand’scourageinrebuildingitsstrategyanditscommitmenttoinnovationcontinuestobeseeninnewofferssuchasbaggagetracking,arebookingtool,

andplanstoallowpetsinthecabin.Theseeffortsareclearlygettingconsumers’attention.

Kantardatashowstheairline

isincreasinglyseenasgaining

importance,shakingthingsup,

andfittingwellintopeople’slives.

“Theseexamplesofourinnovationall

solvedifferentproblems–butwhatis

consistentisthewayweconsiderwhatthecustomerexperiencelookslike,whatthepainpointsareforcustomers,and

howwethinkaboutinnovatinginthosespacestosolvethoseproblems.”

LibbyMinogue,

ChiefMarketingOfficer,

VirginAustralia

VirginAustralia’skeyInnovativeBehavioursscoresrisingyearonyearfrom2020Restructure

Index

140

120

100

80

60

40

20

0

Average

WillgainimportanceinthefutureShakingthingsup

FitwellintoeverydaylifeOferagoodrange

Makepeople'slivesbetter

Standforsomethingunique

HavewelldesignedproductsandservicesLeadingtheway

201420162017201920222024

Year

Source:KantarBrandZ

18?Kantar2024|19

BECK’S

Apioneerofdevelopmentssuchasgreen

bottles,UV-protectedbottlesandthesix-packformat,theGerman-foundedbeerBeck’sis

“drivenbyinnovation”.Thebrandcontinuestobuildonthishistory,takingaseriesofboldstepstoopenupexcitingnewspace.

Imaginativelaunches,like2018’sspecialeditioncansshapedlikechampagneglasses,have

encouragedpeopletorethinktheirperceptionsofthebeerandconsideritinnewcontexts.

Beck’shasalsodevelopedasuccessionof

inventiveproductstorespondtoevolvingneeds.In2019,itbroughtusLemonBrew,thefirst

‘naturradler’(naturalshandy).Combining50%Beck’sbeerwith50%brewedlemonadecreated

thisdrink’s“100%naturaltaste”–offeringalesssweetflavourthantypicalshandies,withfermentednotes.Themovedemonstrates

howBeck’sneverstandsstill–notsimplyfollowingtrends,butredefiningthem.

Thecompanycontinuestoscanthehorizonto

identifynewopportunities.InBrazillastyear,thebrandunveiledBeck’s70+,alimited-editionbeerformorematuredrinkers,workingwithAKQA

onanaccompanyingadvertisingcampaign.

Featuringamoreintenselybitterflavourto

accountforthereducedtastesensitivitythat

cansometimescomewithage,theproduct

allowedthebrandtoengageeffectivelywitha

sometimes-overlookeddemographic.Beck’salsorecentlyunderlineditsdisruptivespiritwithBeck’sAutonomous,abeerdesignedusingAIforeverystepoftheprocess,fromrecipetoadvertising–

includingitstagline,“Thebeerthatmadeitself”.The450bottlesproducedsoldoutwithinhours.

Theimpactofinitiativesliketheseisevidentinthewaypeopleseethecompany.

WithinGermany,Beck’shasbeenthemost

differentiatedbeerbrand,andhadthehighestscoreforleadingtheway,since2014.Italso

boaststhesector’sstrongestPricingPower,andistop-ratedforshakingthingsup.

20

“Withnewbehaviorsineverydaylife,

maturitytakeson

adifferentmeaningintoday’ssociety...

Itisadialogue

withthepro-aging

culturemovement,

whichunderstands

thatagedoesnot

limitpeople’sdesiresandaspirations.”

RodrigoBarbosa,

CreativeDirector,

AKQA

MDSBehaviours

109

MEANINGFUL

138

DIFFERENT

131

SALIENT

Source:KantarBrandZ

?Kantar2024|21

Thiscategoryrecognisesbrandswhobreaknew

groundintheirsphere,developinguniqueapproachestoenternewspace.Weusedaqualitativeanalysistoassessthebrand’swiderangeofinspiringactivity.

22?Kantar2024|23

24

FINI

Fini,aSpanishconfectionerymakerwhosebiggestmarketisBrazil,

standsoutasabusinessthathas

imaginativelyfoundnewspaceway

beyonditshometurfofconfectionery.

Itconsistentlydelightsconsumers,

usingitsinimitablecharmasa

springboardforinnovationthatwinsnewfansandsurprisesoldones.

Fini’spersonalityshinesthrough

intheadventurouspartnershipsithasdevelopedwithotherbrandsintheBrazilianmarket.From

shoestolipbalms,thebrand’s

collabsmakethemostofitsrichsensoryappeal–fromflavourandcolourtotextureandsmell.

Notonlyhasitjoinedforceswith

otherfoodcompaniessuchasthe

GoCoffeechain,whichoffersa

vibrant‘CandyLine’ofFinidrinks.Ithasalsouseditsjoyfulcoloursand

scentstoteamupwithavarietyof

fashionbrands,includingtheflip-flopmakerHavaianas,andColorama

nailpolish.AndwithCarmed,alip

balmfromthepharmaceuticalfirm

Cimed,Finirecentlylaunchedoneof

themostpopularcollabsinBrazil.In

2023,CarmedwasproducedinarangeofFiniflavours.Afterengagement

withsocialmediainfluencershelpedmaketheproductahitwithyoungpeople,Cimed’searningsfromtheCarmedlinesoaredfromR$24m

in2022toR$400min2023.

Asitstretchesintonewsectors,

Finidoesn’ttakeitscoremarketforgranted.Withspecialconfectioneryeditionsinspiredbyiconicmovies

suchasHarryPotter,orlinkedto

traditionalBrazilianfestivities,italwaysofferspeoplesomethingnew–and

suggestsnewoccasionsforenjoying

theproduct.Thebrandthinkscarefullyabouthowbesttoservepeople’s

needs–producingdifferentsizesofpackettosuitarangeofsituations,from14gto450g.Finialsocreatesnewversionsinlinewithgrowing

foodtrends–recentlylaunchingveganandsugarfreeoptions.

“Withwell-definedvalues,Finiknowsexactly

whatexperiencesitwantstoprovide

toitsconsumers,prioritizingqualityandefficiencyineverythingitproduces.Thebrandvaluesthespecialandisdedicatedtoinventingandcreatingwithout

worryingaboutbarriersorjudgments.”

PabloMoreno,

GlobalMarketingDirector,

Fini

SMELL

Havaianas

(fashionbrand)

FLAVOR,

TEXTURE

ANDSMELL

Carmed

(lipbalm)

COLOURS

ANDSMELL

Colorama

(nailpolish)

FLAVOUR

GoCoffee

(coffeeshop)

Source:

?Kantar2024|25

TheseawardsweregivenattheCannesLions

festivalofcreativityandinnovationinJune2024.Theyrecognisebrandsthathaveconsistently

demonstratedinnovativebehaviourswhilemovingintonewspace.Havingworkedcloselywiththese

brands,werecentlyhadthechancetointerviewthemindepthtounderstandhowthey’vebuiltontheirstrongheritagetoreinventtheiroffer.

26?Kantar2024|27

BAILEYS

Baileyshasunlockedmassive

opportunitiesbyreimaginingwhatitcanoffertoconsumers.Thebrand

hadseenmanyyearsofdouble-digit

growth.Itsperformancedippedin

about2009,however,whenit“startedtoloserelevance”andlaterlostaround11millionconsumers,SarahGilligan,

GlobalInnovationMarketingManagerforBaileys,toldKantarinaninterview.

Thebrandhassinceturnedaround

itsfortunesbyhavingthecourageto

fundamentallyrethink“whatwasgreataboutBaileys”,saysGilligan.Realisingthatthetrueproductidentitywasinfact“partcake,partbooze”,itdecided

topositionthebrandasanadulttreat.

Thismeantthatfromthesmallworld

ofcreamliqueurs,Baileyscouldmove

intothe“big,big,worldoftreating”.Embracingthe‘fiveCs’ofthisnewarena–cake,coffee,chocolate,icecream

andcocktails–“openedupmassive

versatility”,andinjectedanewplayfulnessintothebrand’scommunications.

consumersandnewoccasionsthatcan’tbeaccessedbytheoriginalIrishcream”,says

Gilligan.InnovationslikeBaileysStrawberriesandCream,whichwaslaunchedinthe

summer,havehelpedthebrand“stretchintonewseasons”,beyonditstraditionalstrong

periodaroundChristmas,andrecruitup

to25%moreconsumers.MintChocShakeandBaileysColadaareamongtheotherdrinkflavoursonoffer,alongsideBaileyscakes,icecreamandchocolates.

Gilligansaysthekeytosuccessfulinnovationistostartwitha“reallyclearstrategic

intent”forwhatitcandeliverforconsumers.Shealsoadvisesbrandsto“staycurious”in

seekinginspirationfromdiverseplacessuchas“thedynamicworldofcoffeeandcake”.

“Thetreatingstrategyhasallowedtoanchorourselvesinlotsofdifferenttreats,andshowcasehowversatiletheBaileysbrandcanbe.”

SarahGilligan,

GlobalInnovationMarketingManager,

Baileys

Innovationswithinthis“rich