The past few years, we’ve seen the birth of many great and successful co-creation cases in the marketing landscape. Doritos asked consumers to develop a TV advert for the Super Bowl. Lay’s crisps asked consumers for new flavours and snack manufacturer Mora developed a new croquette in collaboration with consumers. Co-creation is currently on every marketer’s checklist. Experimenting with this “new” work method is smart. However, it should go beyond a marketing campaign, which it usually was in the most of the examples mentioned.
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