P&G
Designing and running an internal innovation accelerator that tested sustainability-led product concepts across four P&G business units.
The challenge
How can a consumer goods giant run a repeatable incubation process across multiple business units, one that tests sustainability-led concepts with real consumers and advances the strongest to MVP?
The outcome
P&G advanced three of fourteen tested concepts to MVP across four business units, and kept a repeatable incubation method.
14concepts tested
3value propositions advanced to MVP
4business units impacted
How we got there
Design the methodology
Designed and ran an incubation methodology, from challenge scoping and problem deep dives to value proposition sprints and live validation runs.
Test the concepts
Tested 14 concepts, including a customisable refillable shampoo and a smart fabric-care storage system.
Run the validation
Ran 80+ ads with real consumers and B2B buyers.
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