{"id":1693,"date":"2024-03-21T10:57:29","date_gmt":"2024-03-21T10:57:29","guid":{"rendered":"https:\/\/vrdresearch.com\/?post_type=project&#038;p=1693"},"modified":"2024-04-02T13:56:06","modified_gmt":"2024-04-02T13:56:06","slug":"yoki-pipoca","status":"publish","type":"project","link":"https:\/\/vrdresearch.com\/it\/project\/yoki-pipoca\/","title":{"rendered":"YOKY PIPOCA"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull has-primary-background-color has-background is-layout-constrained wp-container-core-group-is-layout-bbbb0054 wp-block-group-is-layout-constrained\" style=\"margin-bottom:0;padding-top:var(--wp--preset--spacing--70);padding-right:0;padding-bottom:var(--wp--preset--spacing--60);padding-left:0\">\n<div class=\"wp-block-group project-quote is-layout-flow wp-block-group-is-layout-flow\" style=\"padding-bottom:var(--wp--preset--spacing--60)\">\n<h2 class=\"wp-block-heading has-secondary-color has-text-color has-max-48-font-size\">&#8220;Coinvolgendo noi stessi e i consumatori in un processo di scoperta e apprendimento, abbiamo capito come prodotti semplici e ordinari possano anche instaurare nuove relazioni di valore.&#8217; Membro del team Yoky&#8221;<\/h2>\n\n\n\n<h2 class=\"wp-block-heading has-secondary-color has-text-color has-large-font-size\">Yoky, General Mills team member<\/h2>\n<\/div>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"245\" height=\"111\" src=\"https:\/\/vrdresearch.com\/wp-content\/uploads\/2024\/03\/YOKI-LOGO-WHITE.png\" alt=\"\" class=\"wp-image-1694\" style=\"width:186px;height:auto\"\/><\/figure><\/div>\n\n<div class=\"wp-block-group alignfull contenuto-centrale is-layout-constrained wp-container-core-group-is-layout-a5a204ce wp-block-group-is-layout-constrained\" style=\"padding-top:var(--wp--preset--spacing--80);padding-right:0;padding-bottom:var(--wp--preset--spacing--80);padding-left:0\">\n<div class=\"wp-block-columns are-vertically-aligned-top is-layout-flex wp-container-core-columns-is-layout-d7781ff8 wp-block-columns-is-layout-flex\" style=\"padding-bottom:0\">\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<div style=\"height:120px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Nel 2017, il marchio brasiliano &#8220;Yoki&#8221; di General Mills decise di investire sforzi significativi nel suo portafoglio di popcorn, come parte del piano strategico di crescita.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">VRD venne invitata ad affrontare questa sfida e a creare nuovi punti di forza, indagando gli asset di una categoria identificata come una mera commodity, dove il valore aggiunto percepito diventava sempre meno comune.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Abbiamo condotto attivit\u00e0 di ricerca mirate per comprendere a fondo la percezione dei brasiliani riguardo alla &#8220;pipoca&#8221; (popcorn) in un processo iterativo con oltre 100 consumatori. Abbiamo quindi fornito ai product manager nuovi spunti e idee per la proposta di valore, il linguaggio del prodotto, le taglie e la gamma.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il risultato del progetto ha contribuito a espandere l&#8217;utilizzo dei popcorn oltre la tradizionale associazione con cinema e tv. Nuovi formati, ingredienti e sapori, come la nuova linea &#8220;Toque do Chef&#8221;, in co-branding con Kitano, hanno favorito l&#8217;espansione verso nuovi momenti di consumo, come l&#8217;aperitivo o spuntino e la merenda.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\" style=\"padding-left:var(--wp--preset--spacing--80)\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"833\" height=\"1082\" src=\"https:\/\/vrdresearch.com\/wp-content\/uploads\/2024\/03\/YOKI-02.png\" alt=\"\" class=\"wp-image-1696\"\/><\/figure><\/div>\n<\/div>\n<\/div>\n\n<div class=\"wp-block-group alignfull is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-cb-carousel alignfull project-carousel\" data-slick=\"{&quot;slidesToShow&quot;:3,&quot;slidesToScroll&quot;:1,&quot;speed&quot;:300,&quot;arrows&quot;:true,&quot;dots&quot;:false,&quot;autoplay&quot;:false,&quot;autoplaySpeed&quot;:3000,&quot;infinite&quot;:true,&quot;responsive&quot;:[{&quot;breakpoint&quot;:769,&quot;settings&quot;:{&quot;slidesToShow&quot;:1,&quot;slidesToScroll&quot;:1}}]}\">\n<div class=\"wp-block-cb-slide\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"835\" src=\"https:\/\/vrdresearch.com\/wp-content\/uploads\/2024\/03\/YOKI-03-1024x835.png\" alt=\"\" class=\"wp-image-1700\"\/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-cb-slide\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"767\" src=\"https:\/\/vrdresearch.com\/wp-content\/uploads\/2024\/03\/YOKI-04-1024x767.png\" alt=\"\" class=\"wp-image-1702\"\/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-cb-slide\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/vrdresearch.com\/wp-content\/uploads\/2024\/03\/YOKI-05-1024x1024.png\" alt=\"\" class=\"wp-image-1704\"\/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-cb-slide\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/vrdresearch.com\/wp-content\/uploads\/2024\/03\/YOKI-07-1024x1024.png\" alt=\"\" class=\"wp-image-1708\"\/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-cb-slide\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"766\" src=\"https:\/\/vrdresearch.com\/wp-content\/uploads\/2024\/03\/YOKI-06-1024x766.png\" alt=\"\" class=\"wp-image-1706\"\/><\/figure><\/div>\n<\/div>\n<\/div>\n","protected":false},"featured_media":1699,"parent":0,"template":"","meta":{"_acf_changed":false,"_seopress_robots_primary_cat":"","_seopress_titles_title":"Yoki Pipoca - Progetti - VRD | We Unleash Business Innovation","_seopress_titles_desc":"Il progetto ha contribuito a espandere l'utilizzo dei popcorn oltre la tradizionale associazione con cinema e tv. 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