New Sensacoes TV spot... hot from the oven!

This coming Sunday we will be airing the new TV spot for Sensações® Ao Forno! - Brazil’s first baked potato chip. 

This launch is critically important in our snacks strategy moving forward. Because it's baked, Sensações Ao Forno addresses the main barrier of snack consumption among adults, who are increasingly looking for healthier snacking options but are not willing to sacrifice on taste. And that's exactly what this product is all about.  Our R&D team did an outstanding job creating a great-tasting baked chip with a superior oven-roasted crunchiness in two gourmet-style flavors - cheese & spices and roast beef.  The overall result received high approval ratings during the research phase and during the Rio test market.

The TV campaign was created by agency AlmapBBDO and directed by Rodolfo Vanni (Cia. de Cinema Production House). It was produced in a reality gourmet-style setting where a very demanding chef rejects several baked dishes. He complains that some of the dishes are not well cooked, some have no taste and some just taste awful. Upset with everything that is going around in the kitchen, he sees someone in the production crew eating a bag of Sensações. The chef takes a chip, loves it and askes "Is it baked?"

I hope you like it....

Understanding How Barriers Can Become Opportunities For Innovation

One of the most significant learnings I've had in the innovation process is the importance of identifying barriers of consumption.

Why are certain people not interested in a given category or brand?
What are the barriers that lead them to become non-consumers?
How can we convert those insights in a product concept or service that can expand the business footprint to bring in these non-consumers?

This past Friday, during a business lunch we were discussing how marketers are obsessed with learning everything about their consumer base but don't use the same discipline to learn from non-consumers. To state my point I went on to talk about a personal experience I had last year at an Apple Store in Connecticut. My wife wanted to buy a MacBook®. Once in the store the salesperson noticed that, while my wife was excited, I seemed resistant. When the salesperson asked me what bothered me I said that I felt discouraged to buy a Mac because I had many personal files in my old PC. The simple thought of converting everything to a new computer seemed like a terrible hassle, especially with an operating system I wasn't familiar with. Understanding the barrier, he told me to go home and bring my PC and that the store would convert all my old files to the Mac. I could pick up my fully-loaded Mac the following day. That's exactly what I did and our Family is extremely happy with our MacBook®.

It seems simple, but why don't other computer stores do the same? Apple not only makes great products but they're willing to go the extra mile to remove barriers from consumers who spent years in the PC comfort zone, like myself.

The lesson here can apply to any business. How can we remove the barriers that some people have in relation to our products or services and use those insights in our innovation process?