King's Hawaiian had equity in a beloved product but an open question about where it could grow next. To expand into new categories and consumption occasions, the brand needed to stop relying on intuition and start listening directly to consumers, particularly younger ones who weren't reaching for King's Hawaiian outside of dinner.

To sample Pretzel Bites at scale across a multi-city tour, King's Hawaiian needed a sampling format that didn't exist yet. The product had a 7-day shelf life once unfrozen, which made logistics complex, and with no existing brand template to work from, this was a new product development project in every sense of the word.

The toy industry evolves quickly and staying relevant requires knowing what is coming before it arrives. Hot Wheels Monster Trucks needed a forward-looking view of where the category was heading and a clear framework for how the brand could get ahead of it in product development.