Project Description

P&G Cheer Detergent

P&G was looking for a way to engage the Cheer design, technology and marketing teams with Design Thinking methodologies to transform an ordinary brand into something extraordinary. 

CHALLENGE

Successful product development requires a holistic focus on the customer across diverse parts of the organization. The best results happen when teams share a common vision of the consumer experience, competitive landscape and business objectives.

P&G turned to Kaleidoscope to create an immersive brand experience that was disruptive and engaging to cut through the noise to energize, inspire and unite the Cheer team.


SOLUTION

Kaleidoscope created a “hyper immersive environment” that ignited the design, technology and marketing teams. Much more than a brick-and-mortar loft location that removed team members from their day-to-day world, the Cheer loft experience gave them a space where their senses could be stimulated by sights, smells, textures, imagery, brand stimulus, fashion trends, consumer architypes, music and videos in a high fashion theme.

With only a few weeks’ notice, the Kaleidoscope team created a multi-sensory space that communicated the product vision and spurred ideation through development of:

  • A manifesto or mission statement to set the overall tone
  • More than 7 consumer personas/archetypes to embody the core audience
  • Marketplace snapshot that reflected the current competitive landscape
  • Visual insights with video interviews from consumers and key internal stakeholders
  • Product concepts (sketches and/or models)
  • Macro- and Micro-level trend data visualization
  • Scenario exercises that capture possible visions of the future
  • Installment and curation of multiple stations along the path including video content, boards, products and product concepts
  • An innovation toolkit and facilitated sessions to capture the experience and ideation
  • A takeaway book and video to share insights across broader teams

Methods employed included:

  • Consumer research design, research and visualization of findings
  • Immersive experience design of the environment
  • Trend analysis, synthesis and visualization
  • Market analysis and visualization
  • Workshop development and facilitation
  • Innovative toolkit development to spur ideation and ability to capture findings

 

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INSIGHT

“Kaleidoscope provided a ‘hyper immersive environment’ that integrated design, technology and marketing.”

Project Lead, Cheer Brand

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RESULTS

Although it was originally designed to serve as the setting for a single meeting, the Cheer loft lived for over a year and helped to:

  • Serve as a catalyst for dozens of innovation activities, including the launch of a new line
  • Create product concepts that ranged from simply repackaging existing chemistry to complex fabric care systems
  • Paint a picture of the new Cheer consumer through archetypes
  • Capture key concepts through video interviews and visualization to enhance alignment
  • Inspire a team and ignite them toward a new vision of Cheer as an essential fashion accessory

“Kaleidoscope provided a ‘hyper immersive environment’ that integrated design, technology and marketing teams.”
Project Lead,  Cheer Brand

Sample of a trend type video used on stations

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