ambev needed to identify where its next innovations could create value, connecting unmet consumer needs with cultural shifts and the maturity of different markets. an approach built around consumption arenas brought together opportunities for products, brands and experiences. workshops joined marketing, research and development, logistics, communications and commercial teams around a shared view of these opportunities.
concepts were developed with consumers, translated into prototypes and tested through an accelerated process of quantitative research and refinement. the work turned promising ideas into business cases, with launch plans connecting production volumes and marketing investment. in less than five months, more than twenty concepts were developed and thirteen prototypes received launch plans, giving ambev a concrete pipeline for future innovation.
rodrigo santos