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Chillies of the World
PROJECT TYPE
Packaging, Web design
Context
The HEINZ Department of CCX (Culinary Customer Experience), with the assistance of its talented chefs and research team, has identified an opportunity to enter the hot sauce market. They are considering two different product propositions: one focusing on hot sauces from around the world, and the other on hot sauces designed to complement various foods.
Our Goal
The goal of the project is to assess which value proposition resonates more with the public: hot sauces inspired by flavors from around the world or hot sauces tailored to enhance specific types of foods. To achieve this, we are conducting tests in the United Kingdom, Saudi Arabia, Turkey, Mexico, Australia, and Brazil. By identifying the most attractive option across these diverse markets, the team can focus on developing sauces that align with consumer preferences and interests.
Process
To determine which value proposition is more appealing to the general public, we created landing pages and ad sets for each option. These materials were designed to be visually similar, ensuring that our findings reflect genuine consumer preferences for the types of sauces rather than being influenced by the design. While adhering to the brand guidelines, we also infused a bit of our own creativity to make the content engaging and distinctive. This approach helps us understand whether the concept of hot sauces inspired by flavors from around the world or those tailored for specific foods resonates more with our target audience.
Packaging
We developed seven sauces for one value proposition and six for the other. I focused on the value proposition centered around flavors from around the world. My work involved selecting and crafting sauces that best represent each country, as well as identifying symbols and patterns that would be widely recognizable and evocative of those regions. This process aimed to ensure that the sauces not only captured the essence of their respective countries but also resonated with a broad audience through familiar and impactful visual elements.
Testing
We developed both generic and specific ads, each featuring distinct packaging designs. The generic ads showcased all the sauce options, while the specific ads focused on just one packaging. Each set of ads was accompanied by catchy copy to drive traffic to landing pages dedicated to the two different value propositions. This approach aimed to effectively engage viewers and direct them to the respective pages for more information.
Results
We successfully identified the most popular value proposition: the concept of tastes from different countries. Along with this, we defined a detailed profile of the target audience, their preferred sauces, and the key drivers and motivations behind their choices.
As a result, each country will launch the sauces that best appeal to its local customers based on this winning concept.
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