Innovation in Action

Innovation & Key Projects Portfolio

From the development of disruptive and game changing innovation, to line extensions and new categories behind insight driven consumer trends, as well as packaging, new market launches and geographic expansion, brand evolutions, brand migrations and value creation.

Development and launch of 5 products with new shapes and flavors, to continue positioning Cheetos as The Ultimate Fun Snack after the Cheetos repositioning strategy. Colmillos , Nacho, Bolitas, Pukas and Toings.

Food Added Value Products: Snacks and Ready to Eat Meals

Vanish liquid, powder and trigger range for Latin America market entry

Development and Launch of Act II Delix to leverage Indulgence trend and expand the brand into adjacent categories

Development and Launch of Act II Balance in Microwave and Ready To Eat versions, with a range of 4 flavors to expand into the healthy / better for you growing segment

Launch in Mexico of Duncan Hines Epic Cooking Kits and Mega Cookies during pandemic to leverage indulgence and cooking at home with the family, while disrupting the category and outperforming key competitor.

Consumption drive through usage with other brands of the company like Swiss Miss and Duncan Hines, and easy barista recipes for home usage

Launch of Chocolate variant and Fat Free variants to expand usage via indulgence and recruit new consumers with a healthier option and evolved brand identity and design by moving into mate colors behind strong consumer insights to increase premiumness.

Launch of Swiss Miss Salted Caramel to capitalize on flavor trend behind indulgence, and development and launch of a canister format in the classic marshmallow version to increase consumption and stretch into more day parts / occasions.

Launch in Mexico of Angie's Boom Chick a Pop, a premium brand of RTE popcorn to stretch into bigger profit pools while driving premiumization for Conagra's snack portfolio.

Launch of Act II Inferno and Act II Chile Limon, in both RTE and MW formats, to leverage "extra hot" trend in macrosnacks, whilst providing a "healthier" option vs other extra hot salty snacks in traditional categories.

Redevelopment and relaunch of an old time classic..Act II Caramel RTE popcorn

Developed and Launched Del Monte Veggie Snacks, to stretch a Staple brand into the healthy snacks territory, banking on its heritage and expertise in vegetables.

Snacks & Sweet Treats

Staples, Groceries, Condiments and Enhancers

Developed and Launched Del Monte Practi Mezclas to create value via convenience in a commoditized category, while driving premiumization

Developed Del Monte Veggie Plant Based ready meals to stretch the brand from vegetables to end of dish traditional mexican dishes

Development and launch of premium glass innovations for Hunts pasta sauces; Arrabiata, Pesto and Vegan Bolognese, and Pizza Sauce in combibloc format for affordability.

Redesign of brand identity and architecture for Hunts BBQ range, and launch of Hunts Wings Spicy Sauce, as well as a new range of premium smaller formats for the BBQ traditional range

Launch of Pam Baking, Pam Coconut Oil and Pam Olive for the Mexican market, to get into more occasions, and development and launch of a more affordable atomizer version (vs aerosol) to drive trial and adoption of the brand in the premium segment of a commoditized category.

Sustainable Packaging Innovation : Eco Charola Launch

Full range of Added Value Products to stretch from the commoditized fresh chicken segment, into other consumption occasions like snacking, and other day parts , while creating value for consumers behind convenience, with a premium portfolio of wings, boneless, nuggets and tenders whilst leveraging flavor trends.

Range of center of plate dishes for convenience at home with ready to eat meals

Launch of a value for money range of added value products to cater for lower income SEL's.

Developed an award winning sustainable and eco friendly tray for the fresh protein business in order to move away from polystyrene, behind local regulation because of recyclability concerns in the industry, giving us first mover advantage with retail customers and leading the way to 100% sustainable packaging for the company, whils generating savings and improving margin and profit.

Snacks - Nuggets, Tenders, Wings and more

Disruptive category innovation like the Chicken Waffles to bring protein to breakfast and to make it fun for kids during all meals. Dinosaur shaped nuggets and a Chicken Sandwich, to bring the convenience of QSR's to you home, first of its kind in the Mexican market.

Co-branded Innovation with leading names in hot sauces, Valentina locally, and Frank's Red Hot internationally

New pork range added value products behind multi protein new strategy

Ready to Eat Meals

BAT was the first company to develop the capsule technology for filters, and bring true innovation and premiumization to a commoditized industry that had not seen innovation in decades. Dunhill was the first brand in the world to launch it under Switch, allowing consumers to change the flavor of their cigarette with one click.

It was a 360 innovation, as painstaking detail was taken in every aspect, from the stick design, to the name, the pack design which was sensorial to the tact and ultra premium

Global Industry Disruptor - Product, Pack, Design and Filter Innovation

Brand identity evolution and disruptive pack upgrade for the core range : The Ripple Pack

Product Innovation

Pet Food

Development and launch of brand, product and packaging to revive Bachoco's Pet Food subsidiary business which was dormant and in the wrong segments, not realizing value to consumers nor profit to shareholders.

Dunhill had a lot of heritage in the tobacco world but the brand had become old fashion and irrelevant for new adult consumers, it was "tired" and lacked substance and character. After a whole brand operating model reset, we evolved the brand identity from old fashioned packs into the "Ripple Pack", a modern visual identity and premium looking pack with tactile elements , better brand architecture for consistent color navigation to identify the portfolio variants and command a higher price.

From old fashion and ordinary

To modern and vibrant

Some of the biggest markets for Dunhill globally where in the Middle East and Asia Pacific, where you have high temperatures and some are very dry, compromising the integrity of the tobacco, specially talking about one of the most premium and heritage brands in the world for the category. As such, we developed Dunhill Reloc, a plastified resealable aluminium foil inner pack that would keep the tobacco fresh, even on the most challenging conditions.

Dunhill, Tobacco Experiences Beyond The Ordinary!

Global Product Innovation

In order to continue with the evolution, repositioning and differentiation of the Dunhill brand globally, we redefined the category standards and leveraged the brand's unique heritage and expertise in tobacco, dating back to 1907 in its shop in St James's Street in London, UK where consumers would buy personalized blends for their tobacco cigarettes and pipes. The challenge was to do it in a modern and relevant manner, and to communicate it in a sensorial way (regulation implied a lot of restrictions). The outcome was superb!

Global Industry Disruptor - Pack technology innovation : Dunhill Reloc

Global Industry Disruptor - Product & Pack Innovation : Dunhill Nanocut

With global trends there was an emergence of nanotechnology in different industries, and we decided to embrace it to drive innovation in the renewed Dunhill portfolio with an ultra slim cigarette and pack which was very stylish and minimalistic, providing a more subtle experience with a tactile nano pack and a very stylish cigarette stick and filter design

Biggest brand migration in the history of tobacco : Carlton to Dunhill - 8bn sticks

Sousa Cruz was BAT's biggest subsidiary business in Brazil, and the Carlton brand was a massive local brand selling 8 billion sticks per year (one pack has 20 sticks). It was a heritage local brand but starting to struggle because of lack of relevance, innovation and outdated positioning, so after thorough analyses, market and consumer research, we developed a 4 phases plan to migrate it to Dunhill to be able to improve its positioning and leverage the global range and innovation

Phase 1: Carlton

Phase 2 : Dunhill Carlton

Phase 3: Dunhill Carlton Blend in standard pack

Phase 4: Final transition to global Dunhill Ripple Pack

Other global product and pack innovations & brand migrations : West "brand chassis" creation and evolution

Bachoco needed to evolve into a more modern and current company and ensure relevance for the years to come. There were two challenges: a) business was focused only on poultry and mostly live or processed into fresh produce, and b) groups name had historically been "Industrias Bachoco" (Bachoco Industries ) which is more manufacturing driven and less consumer friendly for this kind of everyday protein products, and because of acquisitions over the years, it had many subsidiaries and had no umbrella corporate identity, creating confusion, and being perceived as an industrial processing company, and not a consumer product centered conglomerate, and it was also a challenge globally in other markets.

Corporate and Brand Identity evolution and umbrella

Corporate and Commercial strategy evolution: From Poultry into the Multiprotein expert

Corporate Strategy and Identity Evolution for category and international expansion

FROM

TO

FROM Poultry

TO Multiprotein

Innovation in a regulated industry

By evolving from Poultry and eggs, into the multiprotein expert (poultry, eggs, pork, turkey, beef) we stepp changed our profit pool and market penetration potential, both locally and internationally, followed by a strategic M&A portfolio, whilst leveraging industry expertise , brand heritage, vertical integration and capabilities, implemented an innovation model and developed disruptive innovation for the Added Value Products BU.

Evolving from Industrias to Grupo (Industries to Group) allowed us to portray a more approachable identity for consumers and less industrial perception, fit for shifting focus from manufacturing to a consumer centric approach, while allowing us to integrate business units and subsidiaries under one umbrella for better calrity and understanding, and to leverage the strong heritage and equity of the Bachoco name.

West global brand repositioning and evolution, from old and rough, to modern and approachable to trigger social moments of connection between smokers, incorporating the "speech bubble" into the brand logo, following strong consumer insights and needs states segmentation and analyses.

West Brand Chassis strategy and creation: Following need states and segmentation and positioning analyses, we discovered two very big international brands (Lambert & Buttler in UK, News in France, and Brooklyn in Germany and Poland) had similar traits and values as the West global brand, so we created a brand chassis to integrate bellow the West umbrella such brands, leveraging economies of scale and accessing global innovation and brand resources and simplifying it management across regions.

From

To

Outer pack of 10 also redesigned to maximize impact at POS in duty frees around the world

West daptation developed for China launch and market entry following Semiotic research

West additive free product and pack innovation for europe

West daptation developed for Japan core range launch and market entry following Semiotic research

West daptation developed for Japan extreme menthol range launch and market entry following Semiotic research

Stage 2: Evolve the brand chassis into the new global West identity

Stage 1: Create West brand chassis and bring regional brands under one global umbrella

West global product and pack innovations:

Brooklyn to West four phased regional brand migration in europe

Household Products

Global and regional product innovation and new market entries for Fabric Treatment (Safe Bleach)

West extreme menthol capsule innovation for europe

West ice pack innovation for Germany

West Duo double capsule filter innovation for europe

Vanish powder sachet for developing markets to drive trial with low OOP

Vanish White for Developing Markets and Vanish Gold for Europe

FT range developed for US market entry to tackle our biggest white space globally, but using the Spray & Wash brand

Carpet Cleaners range developed for Europe

Carpet Cleaners variant for developing markets

Carpet Cleaners range for the US under the Resolve brand

Fun Snacks - FMCG

As this have been discontinued, there are no good images available and only this low quality screen shot