It is a challenge to balance the number of participants and the added value for the outcome of the co-creation. Sanders: “You have to ensure strong involvement and be able to manage things well, which is best done with a limited group”, he explains. “You really create a new concept that you believe in, but you have a much lower level of awareness among the general public”. That awareness was generated for the Pickwick Dutch blend through advertising and marketing campaigns.
The 'Maak de Smaak' campaign was aimed at appealing to as many consumers as possible and activating them to participate. The campaign was therefore more a form of crowdsourcing instead of co-creation ( more information about crowdsourcing here ). "Co-creation cannot be tackled at a national level, it is not applicable and cannot be managed", according to Blankert. "Actually, through co-creation you would prefer to involve the people who are closest to your brand, the most loyal fans." In order to focus on this target group, PepsiCo has put together a Consumer Engagement Team -led by Blankert.
Expectations
Managing expectations, both from consumers and internal teams, is nepal phone number list very important. The participants indicate that it must be clear why the collaboration takes place: for example, is the goal to develop a new product line, design new packaging, or come up with a completely new concept? The next steps must also be clear, according to Priester: "There can also be misunderstandings from consumers, they may expect that their ideas will be adopted 1-on-1." Consumers are often understanding and flexible as long as there is clear communication, the participants say. Van Kesteren: "consumers realize that not everything is possible and that ideas must be in line with business operations."