My part in
the story of
Sidekick
Agency
FRS in collaboration with 4sight and Pepsi Co.
Role
User Research Manager + Lead Researcher + User Experience
Goals for the
Sidekick bottle
Business goals
+ Enhance brand image
+ Improve functionality
+ Gain better shelf impact
User goals
+ Easy to handle when action and on the go
Requirements
+ Work with existing manufacturing
+ Work with existing distribution infrastructure
+ Use same amount of resin as previous bottle
+ Achieve material reduction by reducing label size
Challenge
Would this Sidekick bottle actually lead to better visibility, enhanced functionality and improved findability in store coolers?
We put Sidekick to the test
Path to solution
Recruited 100 participants who frequently consumed Mountain Dew from a bottle (e.g., at least twice per week over the last six months) for guerilla user testing sessions and user surveys. We intercepted users at point of purchase to further validate previous iterations from the project and to gain fresh perspective on new assumptions that surfaced throughout refinement. For their time and insight, at the conclusion of each session, participants received a free 20 oz. bottle of Mountain Dew along with a $25 gift card.
Setting
At the convenient store the coolers were stocked with both old-school bottles alongside the new Sidekick bottles.
Findings
100% found Mountain Dew
87% returned with a Sidekick bottle
13% returned with old-school bottle
78% preferred Sidekick bottle
14% preferred old-school bottle
8% had no preference or neutral preference
Sidekick > old-school bottle
Solution
We went with the Sidekick bottle for Mountain Dew.
Result
Mountain Dew's new bottle, the Sidekick bottle, was the winner of the Institute of Packaging Professionals 2011 AmeriStar Package Award.
