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Innovation

Blog Advertising
The state of creative effectiveness today: Research, trends and insights
October 12, 2026
Understanding creative effectiveness requires more than looking at a single campaign or a single year's trends. It means looking at how consumers respond to advertising over time. Zappi has been ...
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Blog Innovation
Innovation Spotlight: Buchanan’s FIFA World Cup Whisky Collection
July 7, 2026
Welcome to Innovation Spotlight! Each month we’ll spotlight a brand that’s capitalizing on a current consumer trend with a new product innovation. This month we researched Buchanan's FIFA World Cup ...
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Blog Innovation
Innovation Spotlight: Tim Hortons “Tastes of the Globe” Timbits
June 23, 2026
Welcome to Innovation Spotlight! Each month we’ll spotlight a brand that’s capitalizing on a current consumer trend with a new product innovation. This month we researched Tim Hortons “Tastes of the ...
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Blog Advertising
The World Cup influence: How soccer fandom is evolving in the US and what it means for brands
June 9, 2026
The 2026 FIFA World Cup is the largest sporting event ever staged — 48 teams, 104 matches across three host nations and a truly global audience. And yet the audience most naturally associated with a ...
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Blog Innovation
Innovation Spotlight: What the World Cup taught us about winning with limited-edition products
June 9, 2026
Over the course of the 2026 FIFA World Cup, we’ve tested dozens of limited-edition CPG products built for the tournament — beers, tequilas, whiskies, ready-to-drink cocktails, chips, sweet treats, ...
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Blog Innovation
World Cup packaging goes collectible in 2026
June 3, 2026
Player-designed sneakers, limited-edition jerseys, game-day beer: once all that mattered to soccer fans during the World Cup was what was inside the box. No longer purely functional, packaging has ...
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Blog Innovation
How to use portfolio analysis to prioritize your product mix
May 27, 2026
Quarterly reporting can hide portfolio problems surprisingly well. A mature product may still generate reliable revenue even as consumer momentum shifts elsewhere and newer categories struggle to ...
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Blog Innovation
The pregame is back: 6 insights for brands navigating the new night out
May 26, 2026
Pregaming. A lively college dorm, tables adorned with red solo cups, people gathered around with a deck of cards, upbeat music playing in the background — this is typically what comes to mind for ...
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Blog Innovation
How 8 leading alcohol brands are activating around the 2026 FIFA World Cup
May 26, 2026
Welcome to Innovation Spotlight! Each month we’ll spotlight a brand that’s capitalizing on a current consumer trend with a new product innovation. This month, we take a closer look at how eight beer ...
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Blog Innovation
Concept testing vs usability testing: What’s the difference?
May 18, 2026
Most new products fail. Take McKinsey, which puts the failure rate at 75% for consumer goods, while Harvard’s Clayton Christensen puts the number at 95%. One way things go wrong is teams often test ...
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