TWO WESTSNACK

Ingredient

Badge

Symbol

Design

Ingredient

Reciprocity

Context

Ethnography

Context

Opportunity

Design

Social Networks

Reciprocity

Ingredient

Function

Context

Parenthood

Culture

Packaging

PATTERNS

OBSERVATION

INITIAL HYPOTHESIS

THEORY

Ethnography

• Uncover the unexpected activities, intrusions, and interactions that ultimately impact decision making, use and performance

• 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

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

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

Snacks in theSocial System

2009 of snack sales: $46 billion

According to Nielsen "savory Snacks" category data

Expectations of growth by 2015: + 4%

14 % of US adults(31 million)

“Foodies”

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. Fritos1 lg. onion, chopped1 c. grated American cheese15 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

Design

Ingredient

Ritual & Tradition

Ingredient

Badge

Hipsters

PBR: $4.99 for a 6-pack

Badge

Symbolism

Design

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 | 816.471.3255gavinj@twowest.com