“By engaging ourselves and consumers in a process of discovery and learning, we have found how simple and ordinary products can also establish new valuable relationships.”
Yoky, General Mills team member
In 2017 the General Mills’ Brazilian brand ‘Yoki”, decided to invest significant efforts in its popcorn portfolio as part of its strategic growth plan.
VRD was invited to assist and tackle this challenge and to create new highlights by addressing the assets of a category identified as a pure commodity, where perceived added value is becoming less common.
We conducted targeted activities to deeply understand Brazilians’ perceptions of ‘pipoca’ (popcorn in Brazil). In an iterative process with over 100 popcorn consumers, we provided product managers with fresh insights and ideas for the value proposition, product language, sizing, and range.
The project’s outcome helped to expand popcorn usage beyond the traditional movie-time association. New formats, ingredients, and flavours, such as the new line ‘Toque do Chef’ co-branded with Kitano, promoted the expansion to aperitif or afternoon snacking.
