The challenge
To develop a new innovation platform to strengthen the Jet brand by capitalizing on a different consumption occasion—one that evokes nostalgia for the iconic flavors of Colombian desserts.
Inspiration
The first step was to analyze the competitive landscape of this category, understanding how other brands respond to consumer needs.
We identified several common approaches: traditional brands exploring dessert-inspired flavors, contrasts between textures and flavors that create sensory experiences, brand collaborations, the implementation of “shareable” formats that allow portioning, chocolate as a key ingredient, and small bite-sized presentations that deliver bold flavor combinations.
Experimentation
Building on these insights, we conducted a hands-on creativity session to generate ideas through real ingredient experimentation. We call these spaces Cool Kitchen®, where we allow ourselves to dream and create unique combinations.
In this space, our team, a select group of users, and a guest chef collaborated to develop innovative product concepts for the brand—focusing on dessert, cookies, fillings, and chocolate as central elements.
This methodology not only resulted in the prototyping of various flavor and texture combinations, but also helped us capture attendees’ perceptions and associations with the Jet brand and the concept of “dessert.”
We found that Jet is perceived as an iconic and pioneering chocolate brand in Colombia—a nostalgic, traditional, and trustworthy reference. Therefore, the innovation had to reflect the brand’s origins and essence.
Additionally, we discovered that the “dessert” concept evokes nostalgia, sharing, and emotional connections, as well as the contrast of flavors.
Conceptualización
We evaluated the ideas generated in the session and prioritized them into six categories. Using this information, we began designing the product’s form, refining it toward a delicious final result.
We defined two key design pillars, considering the identified trends and the emotions we wanted to evoke:
- Desserts as an element of surprising flavor contrasts, represented through two different presentation proposals.
- Sharing and playfulness, a concept highlighting consumers' desire for experiences and rituals that encourage social connections, also represented through two different presentation proposals.
- At the same time, we ensured that the tradition and nostalgia associated with Jet were reflected by incorporating authentic Colombian flavors.
The outcome
After multiple iterations, tests, and trials, we created a unique flavor that evokes the nostalgia of Colombian desserts—specifically the iconic strawberries and cream. We also developed a cake slice-inspired shape designed to enhance the experience of sharing.
The result: a bite-sized treat that combines contrasting flavors and textures in a completely new and surprising way, unlike anything seen before from the Jet brand.
Business results
- The best-performing product launch for Jet in recent years.
- Achieved 149% of the 2023 sales budget.
- Reached 104% of the customer acquisition goal.
- 52 publications in high-recognition media with significant reach.
