In modern marketing, brands are increasingly paying attention not only to trends and research, but also to their customers, whose ideas and feedback can inspire the creation of new products or changes to existing ones. This phenomenon, called “Fanspiration,” highlights how important the connection between brands and their real users is. Below are examples where customers became the driving force of change.
LEGO and the creation of products for adults
LEGO had always been associated with children’s building sets, but in the 2000s, adult fans began sharing their projects and models in online communities. These creative and intricate works caught the company’s attention, which inspired LEGO to create a special product line for adults, such as LEGO Architecture and LEGO Ideas. These sets allow for complex projects, such as architectural structures or scenes from popular movies. This move helped the company attract a new audience and increase sales.
Starbucks and “Pumpkin Spice Latte”
One of Starbucks’ most successful seasonal products became “Pumpkin Spice Latte” (PSL). This drink was inspired by seasonal customer preferences, as customers actively discussed and expressed their love for autumn flavors on social media and forums. Starbucks listened to its customers and created PSL, which became an iconic fall beverage, inspiring other brands to create their own versions of similar-tasting products. Every season, the launch of PSL is accompanied by hype, which ensures high sales.
Coca-Cola and the return of “New Coke”
In 1985, Coca-Cola attempted to change the formula of its classic beverage by releasing the so-called “New Coke.” However, after a negative customer reaction, the company was forced to bring back the original formula, naming it “Coca-Cola Classic.” This move demonstrated the power of customer opinion, which not only brought back the beloved drink but also inspired the company to adopt a marketing strategy emphasizing the importance of their voices.
Lays and “Do Us a Flavor”
Lays launched a unique campaign called “Do Us a Flavor,” inviting customers to submit their ideas for new chip flavors. This project became global, and customers from around the world offered their options, such as “Cheese with Bacon” or “Chocolate with Pepper.” The campaign not only allowed Lays to create several new successful products but also strengthened the connection with customers, who felt their importance to the brand.
Nike and the development of “Flyease”
Nike released Flyease sneakers, inspired by a letter from a boy with cerebral palsy who had difficulty tying his shoelaces. This product became a true breakthrough, as the shoes are easy to put on and take off. Customers with disabilities and their families highly appreciated this step by Nike, showing how a customer’s feedback can lead to innovations beneficial for a wide audience.
These examples show how important it is for brands to listen to their customers and actively involve them in the process of creating new products or making changes. Real needs and ideas can inspire the creation of products that become hits, strengthen loyalty, and bring companies millions. In the era of digital communications, customer feedback and ideas become not just wishes but a driving force for business, capable of changing its future.
