Thirsty work: Collaborating towards metacognition in the cold beverage path to purchase
Sally Lewis and Katie AlexanderJoin the Dots and Nestle Professional UK
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Introduction
Taking a new category into new channels
Cold beverages account for 75% of drinks served in commercial channels (The NPD Group/ Crest). In August 2014 Nestle Professional UK&I (NP) approached Join the Dots (JtD) with a research brief derived from their business objective to drive sales of their iced blended beverages.
This was a new product category for the organisation that had only recently branched out...