Note: Content here has been client de-identified or portrays discontinued product offerings.

Product Concepts

Half art. Half science. All insight.

Writing a concept for a new product begins with an insight—a hypothetical point of view that presumes a consumer need, want or desire. The idea forms around that... leading into a benefit, supported by product features that lend texture and specificity to the proposition. It's tested. It's tweaked. It's tested again. And if consumers dig it... chances are, you'll be able to buy it.

COMMENTARY:

A national client with established offerings in the frozen dessert category engaged Seed to help them push the boundaries of their current portfolio. In qualitative research, consumers gravitated to “Pie Poppers” as a compelling exploration of form and flavor. I grounded the insight in known snacking behaviors (i.e., munching) and steered the benefit toward a more indulgent