Affinnova Delivers a Shot of Innovation for Breathable Foods

Affinnova, Inc.

Affinnova Delivers a Shot of Innovation for Breathable Foods

December 12, 2011

WALTHAM, Mass., Dec 12, 2011 -- Affinnova, Inc., the global leader in marketing innovation software and services, has helped energize the launch of Breathable Foods' revolutionary new airborne energy shot. When Breathable Foods -- a Cambridge, MA-based creator of inhalable nutrients and sensations -- prepared to introduce its new AeroShot Pure Energy product to the marketplace, the company turned to Affinnova for help in optimizing a product message that would resonate with consumers.

"Given the disruptive nature of our technology, we needed to know we were right on the money with the messaging for our AeroShot Pure Energy launch," said Tom Hadfield, CEO of Breathable Foods. "Affinnova's solution helped us ensure we went to market with the very best representation of our product."

Using Affinnova's marketing optimization process, Breathable Foods' launch team developed over 129 million alternatives on names, benefits, taglines, claims and other messaging elements. Using input directly from Breathable Foods' target customers, Affinnova quickly identified strong concepts and eliminated weaker ideas, reducing the field to two preferred concepts. From this, Breathable Foods implemented a core message across multiple platforms for the planned launch of AeroShot Pure Energy in January 2012. This messaging also influenced the PR launch campaign, which has already led to coverage in Time, Fast Company, Mashable and Gizmodo.

"We're excited to help a young startup like Breathable Foods put its best foot forward," said Waleed Al-Atraqchi, President and CEO of Affinnova. "They had a ton of great ideas and just needed to identify the one consumers would relate to best." Affinnova's IDDEA innovation platform enables marketers to develop an unprecedented number of possible concepts, and then quickly and accurately assess the best of all options.

About Affinnova

Affinnova's software and services enable marketers to develop better performing products, advertising and designs. Affinnova's patented technology reliably identifies the concepts with the greatest market potential from a wide range of alternatives. Once identified, top concepts are then comparatively measured against relevant benchmark and competitor concepts based on consumer preference. Global Fortune 500 companies including Procter & Gamble, Unilever, Nestle, Pfizer, Johnson & Johnson, Walmart, MasterCard, PepsiCo and Citibank, depend on Affinnova to deliver accelerated launch timing and higher success rates. For more information, please visit www.affinnova.com .

Contact Information:
Martha Popoloski
MoreInk PR
+1 (781) 405-8328
mpopoloski@affinnova.com