Arla Foods had a product category that was undergoing rapid growth and heavy competition. Product X deserved to be co-created with consumers.

Challenge

• Collect inspiration and suggestions on new product ideas for "Product X"
• Kick-start an open-innovation strategy
• Create engagement internally (between R&D and marketing) and with consumers

Approach

• 1000 consumers were asked to share
  • Consumption patterns and ideas related to product X, over 10 days
  • Concrete ideas related to new product X within four different segments
  • Votes and comments on the above
• Arla innovation experts rated and defined posts and analysed ideas
• Everyone got continuous update reated to their input, comments, etc

Result

• Over 3700 people applied to be an Arla Product X idea developer
• 1000 people actively empowered the "Product X" with consumer-driven innovation
• 1097 idea suggestions were shared and mapped into 48 different new concpet ideas
• Developed a new pattern for internal (R&D meets marketing) collaboration procedures