The challenge was to position Thermos, the worlds leading insulated products brand, at the forefront of innovation in the baby and toddler retail category. Kaleidoscope’s research revealed that 9 in 10 baby bottles and sippy-cups on store shelves are polycarbonate, promoting unhealthy high levels of Bisphenol-A (BPA), a chemical that mimics estrogen.
The insight was clear – when it came to delivering a BPA-free food storage solution, the baby and toddler category was failing consumers. Kaleidoscope used a combination of trend research, brand positioning, name creation, and brand design to give Thermos the industry advantage. We envisioned and created an innovative line of food and beverage containers made of BPA-free stainless steel and polypropylene. With Foogo by Thermos, a break-through solution was born.
As a result, Foogo firmly placed Thermos as the category leader, achieving full distribution nationwide, with a new level of category pricing. It was also awarded Most Innovative New Product at the International Housewares Show.