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Cornetto palette

Consumer decision journey

Taken from the Harvard Business Review magazine. Took the most important paragraphs out to summarise :)

Aligning with the Consumer Decision Journey

by David Edelman

http://hbr.org/web/ideas-in-practice/aligning-with-the-consumer-decision-journey

Traditional marketing strategies fall short in this new world. Marketers need to drop the funnel metaphor to describe consumer touch points and instead study the evolving and increasingly digital consumer decision journey (CDJ). The CDJ illustrates how consumers add and subtract brands from a group under consideration during an extended evaluation phase. And purchase is no longer the end of the relationship. Now consumers often enter into an ongoing relationship with the brand during which they enjoy, advocate for and bond with it.

 

This informs:

 

Branding in the Digital Age: You’re Spending Your Money in All the Wrong Places

by David C. Edelman

http://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places/ar/1

Consider this: Not long ago, a car buyer would methodically pare down the available choices until he arrived at the one that best met his criteria. A dealer would reel him in and make the sale. The buyer’s relationship with both the dealer and the manufacturer would typically dissipate after the purchase. But today, consumers are promiscuous in their brand relationships: They connect with myriad brands—through new media channels beyond the manufacturer’s and the retailer’s control or even knowledge—and evaluate a shifting array of them, often expanding the pool before narrowing it. After a purchase these consumers may remain aggressively engaged, publicly promoting or assailing the products they’ve bought, collaborating in the brands’ development, and challenging and shaping their meaning.

Consumers still want a clear brand promise and offerings they value. What has changed is when—at what touch points—they are most open to influence, and how you can interact with them at those points. In the past, marketing strategies that put the lion’s share of resources into building brand awareness and then opening wallets at the point of purchase worked pretty well. But touch points have changed in both number and nature, requiring a major adjustment to realign marketers’ strategy and budgets with where consumers are actually spending their time

Marketing Week explores new Cornetto content

http://www.marketingweek.co.uk/news/unilever-in-content-push-to-explain-cornetto-story/4006532.article

"‘Cupidity’ initiative launches worldwide today (1 May) and features four short films inspired by insights from teenagers about love. " STANDALONE
"spans TV, print, and social media"
"“Love has always been in the DNA of the Cornetto brand. It probably doesn’t feel like that in the UK but when you look at what we’ve done globally with the brand, it’s an approach that’s worked well for us in other markets. With the revamp and short films we’re launching we wanted to pull that positioning together and make it more prominent across all our markets."

- Interesting that they do not think the UK LOVE Cornetto, but everywhere else does- why have they responded differently?

"Unilever has adopted branded content to help it connect other brands in its portfolio with consumers online."
"Unilever outlined plans to position Cornetto as a snack brand rather than just ice-cream. The brand is planning to launch a range of sweets as well as new ice-cream products."

"Unilever is using insights from sister brand Magnum’s current ‘Pleasure Hunt’ digital campaign to inform how it develops the game elements of its Cornetto marketing campaign."

-Sister brand has already looked at gamification- Cornetoo lagging?

"“We know that people tend to buy us instead of a packet of potato chips in the summer so there’s real opportunity there. We know we’re an ice-cream brand but through our pipeline of innovation and upcoming activity we can drive those snack ties at other times of the year.”"

-MASSIVE OPPORTUNITY TO TRY TO LINK CORNETTO TO OTHER TIMES OF THE YEAR- a little bit of summer?

Creative Review explores Cornetto rebranding

http://www.creativereview.co.uk/cr-blog/2013/april/cornetto

"part of the brand's strategy to reposition itself in the market, giving it a more youthful appeal."
"more appealing to the younger, 15-25-year-old consumer."
"conical shape of the product itself"
"own the cone"


I really like the new typography used. The letter forms all flow very nicely to form an attractive logo. I think creating the logo in a conical shape works really well too and also helps to add an additional meaning to the identity.
Matthew Stapleford
2013-04-04 09:30:53

The Cornetto Trilogy

Slightly weird one, but Cornetto have had success in product placement within films: Shaun of the Dead, Hot Fuzz and the World's End which is to be released this year! The three original flavours have been used, and symbolise an element of the film. Clever as it is subtle, although it seems quite random. But supports British enterprise and shows that it is a comical, light-hearted brand.

Excuse that this is from Wikipedia, but I think this sums up the Trilogy best:

The Three Flavours Cornetto trilogy (also known as the Blood and Ice Cream trilogy)^[1][2] is a series of films directed by Edgar Wright, written by Simon Pegg and Wright, produced by Nira Park, and starring Pegg and Nick Frost.

The first two films in the series are Shaun of the Dead (2004), "a romantic comedy with zombies", and Hot Fuzz (2007), a buddy cop action/comedy film. A third film, The World's End,^[2][3][4]began shooting in September 2012 for a 2013 release.

Each film in the trilogy is connected to a Cornetto ice cream flavour – both of the films released to date feature scenes in which one of the main characters purchases a Cornetto of the appropriate flavour. Shaun of the Dead features a red strawberry flavoured Cornetto, which signifies the film's bloody and gory elements,^[5] Hot Fuzz includes the blue original Cornetto, to signify the police element to the film,^[6] and The World's End will feature the green mint choc-chip flavour.^[2][7] The use of the three flavours/colours of Cornetto is a reference to Krzysztof Kieślowski's Three Coloursfilm trilogy.^[8]

Cornetto- what they say about self

From this- the important parts:

*Proud of heritage

*Many elements of cornetto- make it unique

*Global brand

*Within the last 10 years looked at expanding range

For over 50 years we’ve been perfecting our Cornetto recipe to make the taste of every Cornetto ice cream even better than the last, taking your taste buds on a delicious journey - from the tantalising topping, through the smooth ice cream down to the crispy wafer cone.

Cornetto cones were first produced in 1976 by an Italian ice-cream manufacturer, Spica, based in Naples. It was at this time that Unilever bought Spica and began to market the product throughout Europe. Thanks to the adverts, including the famous operatic gondolier, Cornetto ice cream has become one of the most well-known ice creams in the UK & Ireland.

We’re continuously bringing new flavours to the Cornetto range and its crisp wafer cone. In 2004 the brand launched a limited edition Love Potions range and a year later this was followed by Cornetto Mint and in 2006, Cornetto Caramel.

From 2007 until 2008 we launched a number of great tasting recipes including the fabulous Cornetto Choco Disc in 2007 – a cone filled with vanilla-flavour ice cream with a Dulce de Leche flavour centre, topped with a milk chocolate disc with cashew nuts and in 2008 we launched Fruiti Disc followed by Cornetto Love ice creams in 2009.

In 2012, we launched our fabulous Cornetto Enigma range, a taste adventure from top to bottom with no boring bits.

Consent forms

Consent form- Cornetto brief

Please read and confirm your consent by signing and dating the table attached.

We are researching ice cream and its popularity through the observation of purchasing habits and interviews to help support our work looking into the brand Cornetto. The information provided will be treated in strictest confidence and you will not be individually identified in any presentations of the results.  All transcripts/ results you are asked to provide will be kept in accordance with the Data Protection Act and destroyed at the end of the project.

Further to this, I agree to my photograph being taken for our own identification purposes and that I understand that these photographs may be used as part of this project. I also understand that any names and comments I provide in addition to the image will also remain anonymous. I understand that I have no interest in the copyright, nor any moral rights, in the photograph. I hereby waive any right that I have to inspect or approve a finished photograph. I am over 18 years of age.

1.      I confirm that the purpose of the project has been explained to me and that I have had the opportunity to ask questions about the research                  

           

2.      I understand that my participation is voluntary, and that I am free to withdraw at any time without giving any reason and without any implications for my legal rights           

3.      I give permission for my results to be used in the project (remaining anonymous) on the understanding that they are destroyed at the end of the project

4.      I agree for my photograph to be taken                                             

5.      I agree to take part in this project.                           

I have read the information attached regarding this project and hereby give my full consent.

NAME	SIGNATURE	DATE	ICE CREAM VAN NAME
NAME	SIGNATURE	DATE