Joint organization solution development to continue growth path
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Pepsi Lipton wanted to ‘disrupt rather than be disrupted’, innovating beyond today’s core and creating potential future revenue streams. To this end, they were looking to play into disruptive consumer trends such as sustainable formats, while also aiming to capture first-party data. Hence, they wanted to experiment with a direct-to-consumer (D2C) model and approached SparkOptimus to guide them on this journey from day one.
We supported Pepsi Lipton in identifying target groups and consumer demand, validating the idea’s riskiest assumptions, and temporarily leading the venture once We DrinkWell was fully operational. We took full ownership on delivering results, hiring and managing all subcontractors, including operations, IT development, branding, and growth hacking. We set up a temporary legal entity to overcome legal constraints and worked with a fixed fee to share all risks.
We launched a fully functioning direct-to-consumer platform within 2 months and got to hundreds of paying customers in the first weeks after launch. SparkOptimus gathered valuable data-driven insights on consumer preferences, assortment, and new drink formats, feeding back insights to Pepsi Lipton. We used data to continuously improve We DrinkWell’s proposition and thus consumer satisfaction (NPS: +44) to grow the business week-by-week.
SparkOptimus helped us in shaping the D2C proposition needed to tap into various disruptive trends from ideation to realization, and impressively went from MVP design to go-live in just 2 months.
Frank Haresnape
CMO Pepsi Lipton