System1 Optimising Ideas: The David Gluckman Challenge Case Study

Back to LISTING

We’ve been doing some work with David Gluckman – author and inventor of Baileys Irish Cream – and one of the foremost new product innovators in the world of alcoholic drinks. 

David set us a challenge. 

In his book - That S*it Will Never Sell - David talks about some of the new product ideas that he has worked on in the past that didn’t quite made it to market. 

Ideas for Guinness and Baileys to name but a few. 

David’s challenge to us? 

To use our Next Generation Predictive Marketsmethodology and our Fluent Innovation concept optimisation tools, to assess his ideas - and predict how successful they might be if launched today.


So how did we do? Read our case study to find out. 

Is your marketing 5-star?

We can help you create 5-Star, fame-building communications.