Brand Values

Ive started writing up a few points under headings for the brand values section! Its not finished or been edited but theres some rough ideas to cover. And if anyone else wants to add bits i've missed so far we can add them in at our next meeting!

Brand Values

Cornetto is a brand under the Unilever branch, one of the world’s biggest ice cream manufacturers, renowned for innovation and creating brand awareness. The majority of the company’s ice cream businesses, including Cornetto, fall under the ‘Heartbrand’ umbrella, based on the brands heart shaped logo.  Unilever itself is a brand that prides itself on meeting consumer’s demands for healthy foods, managing their environmental impact and working with suppliers who believe in these same standards.           

Innovation

As one of the most popular ice cream brands under Unilever, Cornetto also promotes the same values. In particular, their continual efforts to exceed competitors in creativity and innovation. ‘Taking your taste buds on a delicious journey’ is just one of the phrases use to define the sensory experience of eating a Cornetto product. Continually bringing new flavours to the Cornetto range, in 2004 the brand launched a limited edition range of ‘Love Potions’ which was quickly followed by Cornetto Caramel and Cornetto Mint in 2006, as well as Cornetto Choco Disc in 2007, the Fruiti Disc in 2009 and an Enigma range in 2012; ‘A taste adventure from top to bottom with no boring bits.’ This ensures a persistent buzz around the brand and creates anticipation around the next new big flavour innovation.

Social Responsibility

In addition to this, the brand keeps consumers engaged through outlandish advertising campaigns primarily based around music. As well as being distinguished and memorable, the brand also uses this voice in order to promote local music from various geographical locations such as Pakistan. In 2008 the brand hit the music charts with the song ‘Chalte Chalte’ sung by one of the most popular pop bands from the country.

Health and Nutrition

The desire to be healthy and active is a common, growing factor among society as the pressure of staying fit manifests itself into the 16-25 year old market. The rise of various social media platforms including Facebook and Twitter have had an emerging influence as over 85% of the 16-25 market have either or both sites. As one of Unilever’s leading brands, Walls emphasises a large responsibility over good nutrition and ‘adding vitality’ to the lives of their consumers. The brand consistently adjusts the Cornetto range, attempting to keep up with the changing needs of consumers. Smaller sizes of popular products have been introduced for those with smaller appetites and more health conscious individuals, who seek the nostalgia of eating Cornetto, but would rather not have a full sized product.