It's important to not just look at Cornetto in particular when thinking about the consumer decision journey and overall retail experience. Here are a few brands that I think we can research in more detail, especially in regards to their advertising and branding:
-Coca Cola. This brand has recently established itself in the fashion landscape by collaborating with fashion designers. Have a look at this article commenting on the Italian Coca Cola Light's partnerships....
http://popsop.com/28415
I believe this is something that Cornetto should consider; especially being an Italian brand itself. This would also engage a younger, more fashion-conscious consumer and would ensure the 'before, during, after' element of the project.
A little bit about limited edition bottles, something that Cornetto could look into in regards to their packaging:
http://www.coca-cola.co.uk/faq/company/has-coca-cola-been-involved-in-fashion-collaborations.html
This blog has included a video showing how Jean-Paul Gaultier came about designing his limited edition Coca Cola bottle:
http://www.coca-colacompany.com/coca-cola-unbottled/inside-diet-cokes-latest-makeover-by-jean-paul-gaultier
A collaboration and competition in one- Good marketing!
https://m.cokezone.co.uk/marc-jacobs/
-Haagen Dazs. This brand has been labelled as a 'fantasy' brand by Wally Olins (ON BRAND: Thames and Hudson) He quotes: "So with a few exceptions that's the way national branding will move- into a fantasy land. As in many other aspects of branding perception will matter more than reality" It is important for us to consider this as a possible move for Cornetto to make.
There is a program called "Frozen Feuds: Haagen Dazs and Ben & Jerry's" which will be relevant for us all to watch.
Good advertising: The 14th May (today!) Haagen Dazs are giving away FREE ice cream in America. Could we maybe do a 'Cornetto day' in the UK to engage the consumer?? http://www.huffingtonpost.com/2013/05/14/free-ice-cream-haagen-dazs-cone-day-map_n_3266931.html
Pimms. We have been faced with the large difficulty of Cornetto being a seasonal brand- Pimms is a brand that is also seasonal and mainly limited to sales in summer...so how have they overcome this?
Pimms created the Winter Cup in 2003, which consists of Pimm's No. 3 Cup infused with spices and orange peel.
So they created a new product to suit their consumers needs in winter... therefore engaging them all year round! Perhaps we could create an Autumn and Winter cornetto too in limited edition flavours
No comments:
Post a Comment