A technique used by many an advertising or creative think tank for coming up with new products or sales pitches is SCAMPER. This technique is an excellent one for students to learn because it helps in the brainstorming process. [I’ll use Oreo cookies as the example throughout the process.] SCAMPER is an acronym that stands for:

  • Substitute – What can I substitute to make an improvement? [Mint-filled Oreo]
  • Combine – What materials, features, processes, people, products, or components can I combine? [Oreo ice cream]
  • Adapt – What part of the product could I exchange for something else? [Other cookies started to use filling]
  • Modify – What will happen if I change part or all of it, maybe even distorting it? [Double-stuffed Oreos; at holidays, the color of the filling is changed]
  • Magnify – What will happen if I enlarge, warp, or exaggerate a feature or component? [Giant Oreos]
  • Minimize (or “Minify”) – What will happen if I shrink part or all of the product? [ Mini Oreos]
  • Put to other uses – How could this product be used for different purposes? [Crush and make pie crusts]
  • Eliminate – What would happen if I removed part or all of a component? [100-calorie packs]
  • Rearrange – What if I looked at this from a different angle or perspective, or rearranged parts of it? [Oreo ice cream cones]
  • Reverse – What if I did parts of it in reverse or put things in a different order? [White fudge covered Oreos]

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After students have been brainstorming for awhile, have them apply the questions from the SCAMPER technique to their ideas. This should help them come up with many new ideas or variations of old ideas. For practice, have the students watch commercials to see how many products have been created through this process. Or, bring in all the samples from the Oreo example. Create and enjoy!