01 / 05
The challenge
Consumer-centricity training inside a drinks brand can sound like a slogan the team already believes. Starting with principles never puts a consumer in front of them.
What we did
A short Storyline module that puts consumers on screen first, then the culture they are being asked to practise. The brand philosophy and listening practices open one claim at a time rather than as a wall of principles. A check at the end asks why consumer-centricity matters as a Pepsi Lipton colleague, not whether the slogan was memorable.
Project highlights
- The consumer is the title screen
- The course opens on a wall of people holding the product, not on a principle. Consumer-centricity is the composition of the first screen, not a heading waiting to be illustrated.
- 20 screens, counted
- A position counter and a progress bar on every screen, so the module can be put down and picked back up. The philosophy itself is three numbered reveals rather than three paragraphs.