1. © Catalyx. The material in this document is owned by Catalyx
Launching a new product
with your customers,
not just for them

2. We helped the Carlsberg
Brand Somersby launch into
Switzerland, b co-building
their go to market strategy
with 500 of their core
consumer target and then
turning these people into lead
users and brand
ambassadors.
William Tell and the cider challenge
Only 8 million people
4 official languages
20% expatriate population
2% Imported Cider

3. We helped the Carlsberg
Brand Somersby launch into
Switzerland, b co-building
their go to market strategy
with 500 of their core
consumer target and then
turning these people into lead
users and brand
ambassadors.
William Tell and the cider challenge
How can Carlsberg
successfully launch an
international cider
brand into a complex
country fiercely proud of
its own cider heritage?

4. We harness the collective intelligence of crowds,
communities and online conversation…
To uncover insight.
To co-create marketing, product & policy
innovation.
To build participant and consumer engagement.

5. Collective Intelligence is the creation and use of the input and
intelligence of hundreds or thousands of people.
All of us is smarter than one of me

6. Collecting Conversations: 3 ways
CROWD
TREND
CONVERSATION
ACTIVE – get the crowd to come to you PASSIVE – the crowd doesn’t come

7. The co-creation platform

8. The co-creation platforms
Bienvenue! Willkommen!

9. From understanding to engagement
Open
Minded
Attitude
Social
Drinking
Behaviour
Insight

10. From understanding to engagement
Open
Minded
Attitude
Social
Drinking
Behaviour
Insight
INSIGHT 1: The Swiss want to stand out, but can’t help fitting in.
INSIGHT 2: Enhance existing conversations; don’t create new ones.
INSIGHT 3: Finger Food is critical.
INSIGHT 4: The usual rules don’t apply in festival season.

11. From understanding to engagement
Open
Minded
Attitude
Social
Drinking
Behaviour
Insight Ideate

12. From understanding to engagement
Open
Minded
Attitude
Social
Drinking
Behaviour
Insight GenerateIdeate

13. What used to happen
Learn
Create
Test
Go
Try again

14. From understanding to engagement
Open
Minded
Attitude
Social
Drinking
Behaviour
Insight GenerateIdeate Engagement

15. What happened next
6% aided awareness….before launch.
Online brand engagement 3x expectations….before launch.
Brand reach of 20% of population on launch day.
Launch brought forward by almost a month.

16. Work with the end user, not just for them
Build Better
Brands
Launch Better
Products
Craft Better
Policy
Coordinate Better
Engagement
Design Better
Strategy

17. The Power of the Crowd
Tell me and I will forget,
Show me and I may remember,
Involve me and I will understand
Confucius 450BC

18. info@thecatalyx.com
0041 22 345 0994
Please contact us for
any more information
© Catalyx. The material in this document is owned by Catalyx