Ideation & Concept Development

Grolsch Cornuit

Project details


Grolsch Cornuit


Innovation Strategy

Ideation & Concept Development: Netherlands

In line with beer category premiumisation trends, the Grolsch brand team identified an opportunity for a new line extension, but were keen to ensure it created a mutually beneficial relationship with the parent brand.

We began by clarifying the strategic direction for the new product opportunity, to target the right market opportunity while enjoying a synergistic relationship with the parent brand, and then led a concept development process, where we applied consumer insights to creatively generate a range of concepts, which were then developed further and researched with consumers, leading ultimately to a successful launch in market.   

“Brand Led Growth were adept at drawing in a wide range of insights and helping us to find creative ways of using them to develop ideas. They also provided valuable input on the commercial side of the project, supporting the project team in building the business rationale for the concept.”

- Jan Nales, Marketing Director, Grolsch NV