The architecture of superior taste
The brief Our client’s seasoning product is anchored in a proposition of ‘Superior Taste’ - this expectation is what drives people to their product. In order to retain their category leadership, they wanted to ensure that their future product development and communications are informed by a deeper understanding of what superior taste really means in Indonesian culture, today and in the future. Our approach Our team looked wide and deep to explore expressions of superior taste in culture - from classic recipe books to food blogs and YouTube cooking videos. Through this exercise we uncovered dominant and emergent taste narratives, turned them into consumer concepts, then explored them in group discussions to identify the most fertile angles for the brand to own and evolve towards. Outcome Our winning concepts have since scored very positively on quantitative tests and are in the pipeline for further development.