Abstract
In this production we present a teaching case developed for technical management education, where we work with the brand Vigor and the focus on development in product innovation in practice, contextualizing the evolution of the brand in the construction of products with higher added value throughout its trajectory. The challenge of rethinking a product for the premium market guides the learning about incremental innovation and consumption occasion, which will be solved through diagnosis, strategy, and an action plan. The practice is supported by management knowledge in marketing, commercial, product, and supply chain of the consumer goods market.