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give me the snack mix
can I take your order?
a magical case study
HERSHEY'S SNACK MIX
PRODUCT DEVELOPMENT | GO-TO-MARKET STRATEGY | POSITIONING | PACKAGING DESIGN
Drove $780MM of global sales growth through our unique market research and innovation methodology before we started Mariner's Bow.  
Before
Hershey's wanted to expand chocolate-eating occasions...

Background

Chocolate sales were down. And Hershey's didn't know why. But had an idea that it might be because its products catered to a limited set of use cases.

Action


We identified something no one had before. While people crave chocolate, they were embarrassed to eat chocolate bars in public. So we got to work finding a way to offer Hershey's customers comfort and let them eat their chocolate too.
after
...so we developed a healthy snack mix that went global

Result


We worked backwards to identify which snacks people felt good eating in public and realized trail mixes were our big opportunity.

Enter, Hershey's Snack Mix. The product launched in the US and quickly became a global phenomenon. Chocolate lovers around the world can now get their fix and feel comfortable doing it.

The snack mix extended chocolate-eating to many occasions, from a healthy post-workout snack to a midday pick-me-up. Additionally, we packaged the snack mix goodness in a pop-able grab-and-go sleeve to turn transportation time into snack time, too.

In their annual report, Hershey cites our Snack Mix innovation as a key driver of recent sales growth. And customer satisfaction is up too, Hershey's lovers can be found on social media saying things like: "This is the best invention ever" and "Where have you been all my life."  
MCDONALD’S DRIVE-THRU
MARKET RESEARCH | USER EXPERIENCE DESIGN | MARKETING PLAN DEVELOPMENT
We reimagined the customer experience in the McDonald's drive-thru channel for a global increase in average bill size before we started Mariner's Bow.
Before
McDonald's needed to increase drive-thru LTO sales...

Background

McDonald's Limited Time Offer product (LTOs), like the new Sriracha Chicken Sandwich, were making a killing in-store. But not in the drive-thru. The global QSR came to us to understand why customers weren't lovin' it in the drive-thru.

Action


We noticed something no one had ever seen before. Every single person in the drive-thru panicked when asked "Can I take your order" for fear of holding up the (often honking) cars behind them. So, instead of choosing a fun LTO they came for, they selected their go-to-order and average bill size suffered.
after
...and we increased LTO sales and average bill size globally

Result


We helped McDonald's increase average bill size - globally - of their drive-thru business by doing a few key things:

We developed a "pre-ordering" app that let customers shop LTOs, without the rush, and then quickly pick them up via the drive-thru (increasing bill size & drive-thru channel throughput).

We created drive-thru bundles to make ordering faster and utilize anchor products (like burgers or coffee) as an entry point for guests to purchase add-ons they'd previously skipped.

We extended the drive-thru experience in-home via TV and social media communications specially engineered to educate and help guests plan for their drive-thru experience. 
DISNEY LOYALTY APP
RETENTION STRATEGY | MARKET RESEARCH | USER EXPERIENCE DESIGN
We ideated a magical digital overlay on Disney Parks to inspire brand loyalists to increase annual park visits before we started Mariner's Bow.
Before
Disney wanted to increase brand loyalist park visits...

Background

Disney Season Pass Holders tend to spend a lot when they visit the park. And despite launching many new attractions to entice them, annual Season Pass visits were down. Disney didn't know why.

Action


We saw something that no one had ever seen before. While Disney believed expensive, new attractions would entice brand loyalists, we realized that wasn't a key driver for the segment at all. Instead, they were highly motivated by a fundamental desire for mastery. To become "insiders" and Disney "experts."
after
...so we created a virtual VIP Disney Experience that resulted in a 5x increase in Park visits among the key segment

Result


We created an app that let brand loyalists access a magical, insider world of the park only they could see. As they visited the parks each time, they would have the chance to log hidden Mickeys (logos designed into everyday objects across the parks). And as they inputted the hidden Mickeys, VIP experiences, rewards and deals would unlock.

This approach resulted in new revenue opportunities and a magical experience for the brand's biggest fans.
give me the snack mix
can I take your order?
a magical case study
HERSHEY'S SNACK MIX
PRODUCT DEVELOPMENT | GO-TO-MARKET STRATEGY | POSITIONING | PACKAGING DESIGN
Collaborated to drive $780M of global sales growth by conducting market research on our proprietary The Jungle App.
Before
Hershey's wanted to expand chocolate-eating occasions...

Background

Chocolate sales were down. And Hershey's didn't know why. But had an idea that it might be because its products catered to a limited set of use cases.

Action


We identified something no one had before. While people crave chocolate, they were embarrassed to eat chocolate bars in public. So we got to work finding a way to offer Hershey's customers comfort and let them eat their chocolate too.
after
...so we developed a healthy snack mix that went global

Result


We worked backwards to identify which snacks people felt good eating in public and realized trail mixes were our big opportunity.

Enter, Hershey's Snack Mix. The product launched in the US and quickly became a global phenomenon. Chocolate lovers around the world can now get their fix and feel comfortable doing it.

The snack mix extended chocolate-eating to many occasions, from a healthy post-workout snack to a midday pick-me-up. Additionally, we packaged the snack mix goodness in a pop-able grab-and-go sleeve to turn transportation time into snack time, too.

In their annual report, Hershey's cites our Snack Mix innovation as a key driver of recent sales growth. And customer satisfaction is up too, Hershey's lovers can be found on social media saying things like: "This is the best invention ever" and "Where have you been all my life."  
MCDONALD’S DRIVE-THRU
MARKET RESEARCH | USER EXPERIENCE DESIGN | MARKETING COLLATERAL DEVELOPMENT
Collaborated to drive $780M of global sales growth by conducting market research on our proprietary The Jungle App.
Before
Hershey's wanted to expand chocolate-eating occasions...

Background

Chocolate sales were down. And Hershey's didn't know why. But had an idea that it might be because its products catered to a limited set of use cases.

Action


We identified something no one had before. While people crave chocolate, they were embarrassed to eat chocolate bars in public. So we got to work finding a way to offer Hershey's customers comfort and let them eat their chocolate too.
after
...so we developed a healthy snack mix that went global

Result


We worked backwards to identify which snacks people felt good eating in public and realized trail mixes were our big opportunity.

Enter, Hershey's Snack Mix. The product launched in the US and quickly became a global phenomenon. Chocolate lovers around the world can now get their fix and feel comfortable doing it.

The snack mix extended chocolate-eating to many occasions, from a healthy post-workout snack to a midday pick-me-up. Additionally, we packaged the snack mix goodness in a pop-able grab-and-go sleeve to turn transportation time into snack time, too.

In their annual report, Hershey's cites our Snack Mix innovation as a key driver of recent sales growth. And customer satisfaction is up too, Hershey's lovers can be found on social media saying things like: "This is the best invention ever" and "Where have you been all my life."  
HERSHEY'S SNACK MIX
PRODUCT DEVELOPMENT | GO-TO-MARKET STRATEGY | POSITIONING | PACKAGING DESIGN
Collaborated to drive $780M of global sales growth by conducting market research on our proprietary The Jungle App.
Before
Hershey's wanted to expand chocolate-eating occasions...

Background

Chocolate sales were down. And Hershey's didn't know why. But had an idea that it might be because its products catered to a limited set of use cases.

Action


We identified something no one had before. While people crave chocolate, they were embarrassed to eat chocolate bars in public. So we got to work finding a way to offer Hershey's customers comfort and let them eat their chocolate too.
after
...so we developed a healthy snack mix that went global

Result


We worked backwards to identify which snacks people felt good eating in public and realized trail mixes were our big opportunity.

Enter, Hershey's Snack Mix. The product launched in the US and quickly became a global phenomenon. Chocolate lovers around the world can now get their fix and feel comfortable doing it.

The snack mix extended chocolate-eating to many occasions, from a healthy post-workout snack to a midday pick-me-up. Additionally, we packaged the snack mix goodness in a pop-able grab-and-go sleeve to turn transportation time into snack time, too.

In their annual report, Hershey's cites our Snack Mix innovation as a key driver of recent sales growth. And customer satisfaction is up too, Hershey's lovers can be found on social media saying things like: "This is the best invention ever" and "Where have you been all my life."  

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