Prepare to Launch: Breathable Foods Breathed Life into New Product
Breathable Foods (www.breathablefoods.com) aims to revolutionize the delivery of nutrients and sensations using novel aerosol delivery forms. In late 2010, following the launch of its first product — breathable chocolate — the company prepared to launch its flagship offering, which delivers an airborne shot of caffeine in a compact inhaler the size of a lipstick. Breathable Foods planned a multi-platform approach with a new web site, product packaging and other branding assets. Still, the launch team needed to ensure solid core messaging that would appeal to a young demographic with specific interests in energy products.
Using Affinnova’s (www.affinnova.com) innovation based platform, Breathable Foods’ launch team developed variations on product names, benefits, claims, taglines and other messaging elements, resulting in more than 129 million potential concepts. Consumers then vetted the ideas in a survival-of-the-fittest process in which Affinnova’s algorithm refined preferred concepts and did away with weak ones, all based on a consumer choice exercise.
Consumers optimized two top concepts, both of which showed very strong preference among the key target audience and revealed that certain claims and benefits were “must-haves”. The results clearly showed which concept received more preference share, and why. From this, Breathable Foods was able to confidently make decisions on and implement its core messaging across platforms for a 2011 launch of its AeroShot Pure Energy product.
The product can now be purchased at select retailers in Boston and New York, including 7-Eleven, and can also be purchased online at www.aeroshots.com.
FAST FACTS
Getting Things Just Right
Breathable Foods’s new product would deliver a shot of caffeine in a revolutionary way. With a unique form factor and a specific target market, the company made sure its messaging was precise.
Product at a Glance
AeroShot is a first-of-its-kind, calorie-free breathable energy product that delivers an airborne shot of caffeine through a pocket-sized, single-use device. Each AeroShot delivers a blend of caffeine and B vitamins in a fine powder that is dissolved quickly in the mouth and immediately starts working.
Words of Wisdom
“Given the disruptive nature of our technology, we needed to know we were right on the money with the messaging for our AeroShot product launch. Affinnova’s solution helped us ensure we went to market with the very best representation of our product.” - Tom Hadfield, Chief Executive Officer, Breathable Foods
Target Practice
Targeted toward a younger demographic, Breathable Foods previewed the product in the fall of 2011 by providing access to free samples on college campuses, and nationwide through its web site for a trial period.
Using Affinnova’s (www.affinnova.com) innovation based platform, Breathable Foods’ launch team developed variations on product names, benefits, claims, taglines and other messaging elements, resulting in more than 129 million potential concepts. Consumers then vetted the ideas in a survival-of-the-fittest process in which Affinnova’s algorithm refined preferred concepts and did away with weak ones, all based on a consumer choice exercise.
Consumers optimized two top concepts, both of which showed very strong preference among the key target audience and revealed that certain claims and benefits were “must-haves”. The results clearly showed which concept received more preference share, and why. From this, Breathable Foods was able to confidently make decisions on and implement its core messaging across platforms for a 2011 launch of its AeroShot Pure Energy product.
The product can now be purchased at select retailers in Boston and New York, including 7-Eleven, and can also be purchased online at www.aeroshots.com.
FAST FACTS
Getting Things Just Right
Breathable Foods’s new product would deliver a shot of caffeine in a revolutionary way. With a unique form factor and a specific target market, the company made sure its messaging was precise.
Product at a Glance
AeroShot is a first-of-its-kind, calorie-free breathable energy product that delivers an airborne shot of caffeine through a pocket-sized, single-use device. Each AeroShot delivers a blend of caffeine and B vitamins in a fine powder that is dissolved quickly in the mouth and immediately starts working.
Words of Wisdom
“Given the disruptive nature of our technology, we needed to know we were right on the money with the messaging for our AeroShot product launch. Affinnova’s solution helped us ensure we went to market with the very best representation of our product.” - Tom Hadfield, Chief Executive Officer, Breathable Foods
Target Practice
Targeted toward a younger demographic, Breathable Foods previewed the product in the fall of 2011 by providing access to free samples on college campuses, and nationwide through its web site for a trial period.