How To Impact

Creating the Next Generation Australian Cider

Five Seeds from Tooheys Extra Dry

The Challenge:

We were asked to explore an open innovation field, to define the territories, find the inspiration insights and develop the solutions that would lead to a new generation of Australian ciders and new, more natural alcoholic drinks.

The Process:

Our process is based on:

- challenging the conventions that define existing thinking so we focus on the consumer challenge and not just the desired solution: exploding hunches & cider myths helped us look beyond cider to other formats outside of beer, wine & RTDs.

- developing inspiration insights by looking wider for clues outside our field, and digging deeper into the emerging territories by talking with, about & as the consumer: our leading insight revolved around the desire to be part of the inclusivity of the beer moment, to show that you’re in a ‘breakaway’ group

- developing creatively commercial and commercially creative ideas, through innovative behaviours and creative thinking: insight-led ideas combined with powerful stimulus for new thinking - what did we learn about the image change needed for cider from a professional makeover artist? We believe that how we are is as important as what we do.

The Results:

We developed a pipeline of ideas - from reinvention of the traditional cider to totally new cider formats, to a range of alcoholic drinks using unconventional bases - and mapped them against existing portfolio, production capacity and category development plan to build a final pipeline recommendation.

The first product was from Tooheys Extra Dry. FIVE SEEDS was launched in  August 2009.  A tempting blend of the crispness of apple and all the refreshment of a beer ensures plenty of bite, with the clean, crisp taste you’d expect from Tooheys Extra Dry.

Tooheys Extra Dry 5 Seeds had secured 12% of the cider category after just 8 weeks, and had sold over 1million litres in its first 10 weeks of sales. Since the launch of 5 Seeds, the cider market has grown its share of the overall alcohol market by 0.1%  - which means that 5 Seeds has successfully attracted cider drinkers from other categories and has helped grow the category by approx 15%.

>> 5 Seeds on the web

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