Thermos

Challenge:

Thermos commuter mugs are known for failsafe performance at a premium price. Unfortunately, competing products looked the same on the shelf, but cost half as much. Thermos needed to justify a higher price with new features that deliver intuitive, high-value benefits.

Approach:

Our research identified the sources of dissatisfaction with commuter mugs. They typically leak, they keep the liquid too hot for the first sip, and they require constant orientation to find the single drinking hole. We proposed a number of new features and intuitive cues to overcome functional shortcomings.

Results:

Central to the solution is a rotating bezel lid that has three simple settings: Closed (no-leak) Vent (cools the drink) and Open (for 360 degree drinking). Now, a Thermos has all the "on the go" attributes consumers expect, with the convenient drinking of a coffee mug. The Thermos 360 lid is a patented innovation, and has been applied to several mug bases. It's now the best selling Thermos product at Target Stores and other outlets.

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