To uncover and quantify new sources of revenue capable of doubling Illy’s business in 5 years through leveraging their existing assets – coffee and coffee equipment.
We explored three innovation platforms – Health & Beauty, Energy and Refreshment as a framework to spark nuggets of opportunity. We generated multiple ideas in each platform and then asked 'what would need to be true' for each idea to step-change the Illy growth trajectory. The Illy Rocca idea presented itself in the refreshment platform as a great solution to the ice coffee experience. The idea was simple, Rocca makes and dispenses ice cubes made from coffee, so as you drink your ice coffee, it gets stronger, not more watery.