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Innovation with real results: We create ideas that break through to consumers and are rooted in our clients' capabilities.

 

Staying True to Brand while Capturing Category Trends


Challenge

McIlhenny Co. wanted to protect market share while honoring one of the most iconic American brands.

SKYSCRAPER PROCESS USED

Groundbreaker | Builder | Designer 

SERVICES RENDERED

Segmentation Research | Brand and Packaging Design

TECHNIQUE

Starting with a deep dive to understand the consumer landscape, we helped McIlhenny better understand that the range of consumer psychology around hot sauce was a rich and complex as their signature products.  By identifying the behavior and aspirations of the core hot sauce ‘tribes,’ we helped their teams have a previously-unseen understanding of the relationship they have with their consumers. 

Of particular interest was the growth in sriracha-style hot sauces and they understood the need to extend their category leadership to this emerging category trend. With the segmentation work in place, we helped to identify the most critical segments to target.  

Packaging messages and semiotics were deeply explored by the Skyscraper team to create label communication strategies that honored the consumer tribe, the Tabasco brand, along with the Thai aesthetic space. Through an iterative qual/quant approach, five label designs were reviewed and optimized. A clear favorite emerged from the flames.

The final communication design combines subtle decorative patterning reminiscent of those found in Thai textiles and decorative arts with specific visual cues that speak to the tribe’s love for Original Red Tababsco® product. The fiery Tabasco red, contrasting green, a richly-hued tone pulled from the product itself, the iconic Tabasco® diamond, and outdoor chef iconography reference the passions of the Tabasco® consumer and communicate that this is a sauce for them.

RESULT

A re-envisioned product rollout that gives a sriracha-style hot sauce a home in the Tabasco brand portfolio, and a place on consumers tables.  

 

What's the Benefit of a Flavor Profile?


Challenge

A Fortune 500 consumer food company wanted to capitalize on a flavor-based opportunity uncovered through product segmentation studies.

SKYSCRAPER PROCESS USED

Builder

SERVICES RENDERED

Consumer Insights |  The Science of Creativity | Facilitation | Conceptual Design

TECHNIQUE

Skyscraper, Inc. used the Builder process and our proprietary Science of Creativity techniques to discover actual consumer-relevant benefits behind the a taste - in this case, sweet and salty sacking. Starting with culinary perspectives, and deep insights taken from consumers, Skyscraper worked with the client to develop and gain senior leadership alignment on a range of product platforms that clearly articulated the job to be done from the consumer’s standpoint. From there, a library of new product ideas were developed and tested with consumers, each one designed with sensory and product use features intended to reinforce the benefit.

RESULT

All concepts tested met or exceeded internal hurdles, with several concepts among their highest ever tested.   Mass market launch, plenty of smiles from consumers and brand directors alike!

 

An Architecturally Significant Total Brand Experience 

Challenge

To design and fabricate a compelling, future-forward platform for the architectural railings company, Fairway

SKYSCRAPER PROCESS USED

Designer

TECHNIQUE

Architecturally Significant. We wanted to enable Fairway to showcase their safe and smart railing systems in a way that not only exemplified this mantra, but gave wings to their state of futuristic, forward-thinking product lines. Using client specifications around being ‘architecturally significant’ and being ahead of the curve in the industry we set the stage using pattern use techniques, 3D modeling CAD software, and futuristic material choices.  

The result was two spiraling show-stopping armatures that centrally culminated with rotating signage and VR stations where buyers and users could interact in 3D space to experience each railing model in-situ on multiple facades. Fabricated in silver aluminum piping and dual-tone signage throughout the environment we further enhanced the guest experience through Skyscraper-developed Virtual Reality product walkthroughs.  

RESULT

Physical communication of key brand equities: strength, beauty, and technical leadership. Plus, no shortage of oohs and aaahs.  

 

Teaching an Old Brand How to Provide New Benefits

CHALLENGE

Evolve the Breath Savers brand from simple refreshment to one that provides total oral care by tapping into globally-relevant, functional benefits.

SKYSCRAPER PROCESS USED

Builder

SERVICES RENDERED

Global Consumer Insights |  The Science of Creativity | Facilitation | Conceptual Design | Brand Architecture Development | Naming

TECHNIQUE

We started by putting ourselves on a plane and traveling the world in search of regionally-driven and global needs within oral care.  From traditional Chinese medicine techniques, to professors at the leading US dental school, we explored the direction that oral care was taking.  Then, using our approach to the Science of Creativity, we facilitated multiple sessions to explore new relevant benefits, naming and product formats that could deliver category-changing product opportunities.  Then, we created a new brand hierarchy that allows for simple, yet effective consumer communication of these new benefits in a visually-compelling way.

RESULT

Fresher breath, healthier teeth, and an emerging new voice for a legacy brand.