One Too Many?

An iconic beverage company was the leader in its category, but other brands were quickly catching up. The company grappled with whether to stick with a more focused product line and limit new products for a higher success rate or develop and launch larger numbers of new products with an increase in failures that could potentially decrease the clarity of the brand. What is the right amount of innovation?

A consulting team co-led by a current Rivia partner advised the company to start in a measured way by launching a limited number of new products per year. Some were closely tied to the current perceptions of the brand while others extended brand permission to capture new occasions and customers.