Summer and ice cream go hand in hand, so it’s no wonder the entire month of July is designated National Ice Cream Month. With hundreds of ice cream flavors created by artisans, big brand companies, and local ice cream shops available, how can consumers choose which flavors to indulge?
Flavor preferences are a matter of taste, of course, but there’s more to it. The success of a product, even frozen flavored treats, starts with strong branding.
In marketing class, we learn the brand is the sum of its assets: fonts, colors, sounds, fragrance, shapes, packaging – even culture and people. We also learn that marketing is a battle of perception, not product.
A socially responsible company may offer, for example, delectable, organic, can’t-stop-at-just-one-scoop flavors of ice cream, but if the brand and the packaging don’t make consumers think it’s the most enticing, delicious ice cream, then consumers won’t pull out their spoons – or their wallets.
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Marketers at Häagen-Dazs, a global ice cream brand, understood the need for its brand to stay relevant. During the industry’s best-selling season, the ice-cream maker rolled out a rebranding – the largest in history, according to the company – that included fresh packaging, a new logo, and a revamping of its global ad campaign.
Why would a 56-year-old company that ranks second in best ice cream brands in the United States, according to a list created using data from Euromonitor, invest in rebranding?
According to an announcement by Häagen-Dazs' vice president and marketing director, Jennifer Jorgensen, the rebranding was prompted by marketers’ recognized need to stay relevant for a millennial audience that prefers to engage with brands that share their values and have strong and relatable stories. With the rebranding came new packaging: bright, colorful, and perfectly Instagrammable, something that millennial consumers demanded, Jorgensen said in the announcement.
While dipping into your favorite flavor of ice cream, look beyond the taste to the packaging. What appealed to you? Then, ponder the relevance of your own brand. Does it reflect the sum of your assets? If not, it might be time to find a new flavor.