If you have Sorriso, you have Ah!
Quali-quanti research projects are the basis to build a brand innovation pipeline
Still under Kolynos brand, the toothpaste Sorriso (Smile in Portuguese) was acquired by Colgate in 1995 and in 1997 received its present name. The market-leading brand, manufactured in Brazil since 1929, has captured the hearts of Brazilian consumers for decades and continues to evolve until today. Our strategic team was called to keep identifying opportunities for growth, develop the brand innovation pipeline and create a strategic portfolio using the methodology for innovation processes.
Based on studies previously developed by the company, we plunged into the category and analyzed its segments, attributes and, mainly, its target consumer.
Then, we conducted a first co-creation lab, interviewing dozens of the brand’s consumers and internal stakeholders - a qualitative research for a comprehensive analysis of the inputs, to increase our understanding. From the learning achieved, the most important insight was to realize that the brand Sorriso offers potential opportunities to capitalize on its image of freshness and long-established tradition and quality, being able to create its own platforms, transform into a strong second brand and secure leadership without competing with the parent brand toothpastes.
Based on the opportunities identified with the analysis and research we listed 7 possible brand territories, considering functional and emotional characteristics and the target needs.
The next step was to hold another co-creation lab. The aim was to develop the concepts for each of the defined territories, considering their different variants. Our creation team built the visual and verbal language for each concept and to assess them we ran a qualitative research with more than 300 consumers throughout Brazil. Then, the winning concepts went through a final step, when differentiation, investment required and relevance, among other criteria, were analyzed considering the brand strategic fit, to eventually create an innovation pipeline for Sorriso brand for the next 5 years.