ambev needed a shared view of where to innovate across its portfolio. we used consumption arenas to connect people's needs, cultural context and market opportunities, turning a broad strategic question into a set of tangible possibilities.
workshops brought together marketing, research and development, logistics, communication and commercial teams, alongside consumers. ideas were translated into prototypes, tested through quantitative research and refined into business cases. the process linked design decisions with launch plans, production volumes and budgets. in less than five months, it delivered more than 20 concepts and 13 prototypes with launch plans, giving the teams a common framework for moving ideas forward.
rodrigo santos