Ideation bootcamp for ABInBev

Ideation brainstorms and co-creation workshops for ABInBev.

Challenge

Create and deploy
an ideation campaign.

Anheuser-Busch InBev is the world’s largest brewer. It’s a Belgian-Brazilian transnational beverage and brewing company with global headquarters in Leuven, Belgium. Their dream is to be the best beer company bringing people together for a better world.

AB-Inbev reached out to Board of Innovation to create and deploy an ideation campaign to fill the pipeline of innovations for one of their leading beer brands, namely Jupiler.

Innovation workshops or boot camps are a good first discovery of new innovation formats. In a short period of time, you can create tons of ideas. A watch-out is to make sure that the mass of ideas generated is usable and business oriented, therefore clear directions are needed. Afterward, good filtering is necessary to select those ideas that can bring the expected growth

Laurens Dejager, Innovation Manager Benelux, Anheuser-Busch InBev

Solution

New product innovation.

After conducting user observations to help ABI understand true customer challenges, our experts led ideation sessions and consumer co-creation initiatives. Then we combined all the ideas and insights generated through these sessions and ran multiple boot camps to create new concepts.

The boot camps resulted in a lot of exciting, viable ideas. Those with the most potential and of the highest priority were presented before a large quantitative consumer panel for final selection. In the end, multiple cases were launched into the market.

Impact

Challenge the status quo.

We designed a boot camp program to drive radical ideas through a very conservative slow moving and incremental innovation-driven sector. 

In boot camp (and co-creation) sessions, we usually go from 100s of ideas created, to a selection of 70 concepts we will later group into 14 clusters. 10 of these clusters will be used in another co-creation session to finally further improve, refine, prototype, and evaluate these ideas together with people from AB InBev and external designers.

Board of innovation facilitated the whole process and came up with a structured way for coming up with more radical ideas and challenge status quo thinking.

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