We explored a new product concept to find the flavours with the most potential in China.
6 flavour conceptsTeenage focus groups
The challenge
Wrigley’s competes in a crowded Chinese market against foreign and home-grown brands, and product innovation is central to its APAC strategy. In chewing gum, flavour, packaging and even shape all matter to discerning customers.
Our approach
We tested six flavour concepts with teenage consumers in focus groups. The new flavours were built on cultural and consumer insight from these groups, which showed a clear preference for natural flavours with a hint of fruit, over either type on its own.
The result
Two new flavours, Yuzu Jasmine Tea and Rose Oolong Tea, launched on Tmall, went viral and sold out, helping Wrigley’s stand out in an increasingly crowded market.
99%positive feedback on the new flavours
