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Ingredient
                   Badge
                   Symbol
                   Design
                Ingredient
               Reciprocity
                  Context




SNACK
TWO WEST
             Ethnography
                  Context
              Opportunity
                   Design
           Social Networks
               Reciprocity
                Ingredient
Ethnography
                                                                                   THEORY
• Uncover the unexpected activities,
 intrusions, and interactions that ultimately
 impact decision making, use and
 performance
                                                                   INITIAL HYPOTHESIS
• Understand why, not simply what

• Understand the contexts (processes) in
 which people live and work.

• Subjects and their actions are viewed as
 interdependent rather than independent
 or autonomous units                                          PATTERNS

• Relational ties (linkages) between
 subjects are channels for resource flow
 (either material or nonmaterial)
                                                OBSERVATION

• Network models focusing on individuals
 view the network structural environment
 as providing opportunities for or
 constraints on individual action
Snacks in the
Social System
Snacks in the Social System


∙ The shopper is part of a system.

∙ The challenge for is to recognize the innovative
ways consumers define and use their products
and facilitate strategies that will help them.

∙ Understand the system and new avenues for
revenue growth emerge.
2009 of snack sales: $46 billion




According to Nielsen "savory Snacks" category data
Expectations of growth by 2015: + 4%
“Foodies”




            14 % of US adults
               (31 million)
What happens if you get
31,000,000 to buy an extra bag
of chips every time they shop?
Ingredient
Frito Pie
    ®




            FRITO CHILI PIE

            2 1/2 c. Fritos
            1 lg. onion, chopped
            1 c. grated American cheese
            15 oz. can chili, heated

            Place 1 1/2 cups Fritos in a baking dish or
            pie pan. Arrange chopped onions and half
            of cheese over Fritos. Pour heated chili over
            onions and cheese. Top with remaining Fritos
            and cheese.

            Bake at 350 degrees for 10 minutes
Badge
Range of Frito Pie (1932 - 2010)
                     ®




  Native Habitat

  Expanded Habitat

                         As individuals or families migrate, their regional dishes
                                      are acculturated by the local population
Symbolism
The Frito
        ®




     Whole Corn
       Corn Oil
            Salt



                            99¢


               Simplicity
Design
The Frito Bag
        ®




                Traditional package design

                Higher product-to-package
                ratio compared to other chips

                Long shelf life
Ingredient




             Ritual & Tradition
Ingredient




             Ritual & Tradition
               (Since 1955)
Ingredient
Ingredient


Inventing Tradition
 - Traditions preserve a wide range of commonly held ideas and practices.
 - They establish a past and validate identity in the present.
 - They are a means of pulling people together.

Cultural change

 - Expressions of skill.
 - Expressions of idealized parenthood.


Ritualize the product, create cross-generational loyalty.
Badge
                      Hipsters




   PBR: $4.99 for a
           6-pack
Badge




        PBR (in China): $44 for
        a 22 oz. bottle
Badge
Badge

Snacks as badge

A snack is more than food; it represents:
 - Childhood memories
 - Quality of parenting
 - Regional affinity
 - Expressions of regional or subgroup identity.

The brand itself is equally symbolically charged
 - Old Bay = eastern rust-belt nostalgia
 - Guys = a sense of locality Expressions of regional or subgroup identity.


Design ad collateral, packaging and products to enhance these symbolic cues
and you do what Coke did.
Symbolism
Symbolism


Method of Expression
 - Expressions of skill
 - Expressions of idealized parenthood

Cultural Change
 - The "democritization of food"
     ∙ Sweetbreads
     ∙ Haute cuisine and working class
 - Foodie culture

Signal/Signifier
 - "Coke" = "soft drink" in many parts of the South
 - Linguistic and symbolic cultural/regional
    holdings
Design
Design

Tying it to Purpose
 - If a snack represents an idea, how does it shape design and function?
 - Snacks do more than hold you over, they alter time.
 - Snacks are to meals what the DVR is to TV programming

Design devoid of meaning will kill an idea
 - Design for a function
 - Design for context
    ∙ On-the-go
    ∙ Frugal suburbia
    ∙ Location/event of consumption
 - Packaging as a tool

Design as catalyst
 - Incremental sales
 - Shifting the "norm"
Design
Design
Design
So what?


              New market opportunities

            New messaging opportunities

               Partnership opportunities

           Accelerated incremental sales

Opportunities to create and control new flavor profiles

    Opportunities to breath life into old products.
NOM NOM NOM!
          CONTACT:
                GAVIN JOHNSTON
CHIEF ANTHROPOLOGIST, TWO WEST DISCOVERY + DESIGN
         DIRECT 816.581.8202 | 816.471.3255
               gavinj@twowest.com

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snack presentation.static.4

  • 1. Ingredient Badge Symbol Design Ingredient Reciprocity Context SNACK TWO WEST Ethnography Context Opportunity Design Social Networks Reciprocity Ingredient
  • 2. Ethnography THEORY • Uncover the unexpected activities, intrusions, and interactions that ultimately impact decision making, use and performance INITIAL HYPOTHESIS • Understand why, not simply what • Understand the contexts (processes) in which people live and work. • Subjects and their actions are viewed as interdependent rather than independent or autonomous units PATTERNS • Relational ties (linkages) between subjects are channels for resource flow (either material or nonmaterial) OBSERVATION • Network models focusing on individuals view the network structural environment as providing opportunities for or constraints on individual action
  • 4. Snacks in the Social System ∙ The shopper is part of a system. ∙ The challenge for is to recognize the innovative ways consumers define and use their products and facilitate strategies that will help them. ∙ Understand the system and new avenues for revenue growth emerge.
  • 5. 2009 of snack sales: $46 billion According to Nielsen "savory Snacks" category data
  • 6. Expectations of growth by 2015: + 4%
  • 7. “Foodies” 14 % of US adults (31 million)
  • 8. What happens if you get 31,000,000 to buy an extra bag of chips every time they shop?
  • 10. Frito Pie ® FRITO CHILI PIE 2 1/2 c. Fritos 1 lg. onion, chopped 1 c. grated American cheese 15 oz. can chili, heated Place 1 1/2 cups Fritos in a baking dish or pie pan. Arrange chopped onions and half of cheese over Fritos. Pour heated chili over onions and cheese. Top with remaining Fritos and cheese. Bake at 350 degrees for 10 minutes
  • 11. Badge
  • 12. Range of Frito Pie (1932 - 2010) ® Native Habitat Expanded Habitat As individuals or families migrate, their regional dishes are acculturated by the local population
  • 14. The Frito ® Whole Corn Corn Oil Salt 99¢ Simplicity
  • 16. The Frito Bag ® Traditional package design Higher product-to-package ratio compared to other chips Long shelf life
  • 17. Ingredient Ritual & Tradition
  • 18. Ingredient Ritual & Tradition (Since 1955)
  • 20. Ingredient Inventing Tradition - Traditions preserve a wide range of commonly held ideas and practices. - They establish a past and validate identity in the present. - They are a means of pulling people together. Cultural change - Expressions of skill. - Expressions of idealized parenthood. Ritualize the product, create cross-generational loyalty.
  • 21. Badge Hipsters PBR: $4.99 for a 6-pack
  • 22. Badge PBR (in China): $44 for a 22 oz. bottle
  • 23. Badge
  • 24. Badge Snacks as badge A snack is more than food; it represents: - Childhood memories - Quality of parenting - Regional affinity - Expressions of regional or subgroup identity. The brand itself is equally symbolically charged - Old Bay = eastern rust-belt nostalgia - Guys = a sense of locality Expressions of regional or subgroup identity. Design ad collateral, packaging and products to enhance these symbolic cues and you do what Coke did.
  • 26. Symbolism Method of Expression - Expressions of skill - Expressions of idealized parenthood Cultural Change - The "democritization of food" ∙ Sweetbreads ∙ Haute cuisine and working class - Foodie culture Signal/Signifier - "Coke" = "soft drink" in many parts of the South - Linguistic and symbolic cultural/regional holdings
  • 28. Design Tying it to Purpose - If a snack represents an idea, how does it shape design and function? - Snacks do more than hold you over, they alter time. - Snacks are to meals what the DVR is to TV programming Design devoid of meaning will kill an idea - Design for a function - Design for context ∙ On-the-go ∙ Frugal suburbia ∙ Location/event of consumption - Packaging as a tool Design as catalyst - Incremental sales - Shifting the "norm"
  • 32. So what? New market opportunities New messaging opportunities Partnership opportunities Accelerated incremental sales Opportunities to create and control new flavor profiles Opportunities to breath life into old products.
  • 33. NOM NOM NOM! CONTACT: GAVIN JOHNSTON CHIEF ANTHROPOLOGIST, TWO WEST DISCOVERY + DESIGN DIRECT 816.581.8202 | 816.471.3255 gavinj@twowest.com