Uncovering the Surprising Face of Snacking
Imagine this: a mountain of data on snacking habits. Yet, the big picture remains frustratingly blurry. We all know the feeling – that afternoon urge for a pick-me-up or the late-night craving for a treat. But these seemingly simple snacking moments translate into a complex puzzle for businesses the world over…
Unilever came to us with a wealth of information on snacking demand moments. But there was a gap: they couldn't quite see the bigger picture of how these moments play out in people's lives. We were brought in to crack the code and translate this data into actionable insights that UL’s brands could unlock.
Enter Visible.
We used our Visible platform to gain a holistic, full colour view of the most crucial demand moments.
Visible gathered, clustered & analysed…
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Our exploration revealed a surprising trend: the rise of Squishmallows as the new frontier of Snacking.
This unexpected shift reflects a deeper cultural yearning for connection and well-being. Squishmallows provide a tangible source of comfort in an increasingly complex world. They are a reminder of simpler times, a celebration of the familiar, and a gateway to stress relief through mindful interaction.
Based on these insights, we created a set of Semiotic Springboards. These springboards translate consumer desires into actionable guidelines for packaging design, communication strategies, and activation campaigns.
This innovative approach unlocked a deeper understanding of consumer preferences, paving the way for growth in Snacking for Unilever.
“This is the future of marketing.”
Julien Barraux, CMO Ice-cream, Unilever