Advertising and Ice cream by Claire Steka

Advertising and ice cream A trends guide through Europe.

A Bachelor Thesis by Claire Steka graduating in Ogilvy and Mather advertising 1

Advertising and ice cream A trends guide through Europe.

Graduating company: Ogilvy and Mather Adver tising, D端sseldorf Company supervisor : Gaby Schippers Course: Ar t & Technology, Saxion University Graduation couch: Hans van Grol Supervising teacher : Hester van der Ent D端sseldorf, Enschede October 2013

Preface

This Bachelor thesis was written as a result of graduating from Ar t and Technology bachelor study in Enschede, The Netherlands. During my graduation period I worked at Ogilvy & Mather Adver tising GmbH in D端sseldorf as an intern Ar t director. This position triggered me to investigate the ice cream market, as one of the main clients I worked for was Cremissimo ice cream, child of the international firm Unilever. I would like to thank the amazing team at Ogilvy for their inspiration and happiness: Gaby Schippers, Agnieszka Oginski, Lars Ecker and Karsten B端schgens and Yannick Labbe. I also want to thank my teacher Hester van der Ent and graduation coach Hans van Grol for their guidance and patience. Claire Steka

Summary 1. Introduction 1.1 Background 11 1.2 Objective 12 1.3 questions & Structure 13 2. Ice cream trends in Europe

2.1 Ice cream consumption in Europe

2.2 Fair-trade 18 2.3 New products 20

2.4 Small companies and parlours

2.5 New tastes 25 3. Ice cream and classical advertising 3.1 Introduction 29

Table of contents

3.2 Print 30 3.3 TV 39 4. Ice cream and digital/interactive advertising 4.1 Introduction 45 4.2 Online 47 4.3 Event 50 5. Conclusions & Recommendations

Sources

Summary

THE AIM OF THIS PAPER IS TO PROVIDE INFORMATION ABOUT THE

TEMPORARY AND ARTISTIC LOOKING, PROMISE AN EXPERIENCE, CONSIST

TRENDS IN ICE CREAM AND ADVERSITING OF ICE CREAM OVER THE LAST

OF A SERIES OF ADS INSTEAD OF ONE, DOES NOT NECESSARILY NEED TO

5 YEARS IN EUROPE (2009 - 2013).

MAINTAIN CONTINUITY IN the image LAYOUT COMPARED TO THE ADS

THE ICE CREAM CONSUMPTION TRENDS IN EUROPE HAVE BEEN INFLU-

OF THE PREVIOUS YEARS AND IN SOME CASES THE ACTUAL PRODUCT

ENCED BY CULTURAL, TECHNOLOGICAL AND FINANCIAL MOVEMENTS

IS MISSING FROM THE PICTURE. IN TV ADS THE PHOTOGRAPHY AND THE

OVER THE LAST 5 YEARS. THE BUSY LIFE OF THE CONSUMER, THE URGE

EXPRESSION OF THE SENSES PLAY A MAJOR ROLE IN THE EFFICIENCY OF

TO SAVE THE PLANET, THE FINANCIAL CRISIS, THE YOUNG MENTALITY OF

THE AD. AS WELL AS THE PROMISE OF AN EXPERIENCE THE ICE CREAM

THE CONSUMER AND THE RISE OF THE ONLINE MARKET ARE PRIMINGS

GIVES THE CONSUMER.

FOR INNOVATIONS FOR THE ICE CREAM BRANDS. NEW TASTES, PROD-

THE TRENDS OF DIGITAL/INTERACTIVE ADVERTISING ARE BASED ON

UCTS AND SERVICES OF ICE CREAM MADE THEIR WAY THROUGH THE

BRANDED ENTERTAINMENT. BRANDS ARE TRYING TO ENGAGE CONSUM-

CONSUMER TRENDS. WITH THE DEVELOPMENT OF THOSE INNOVATIONS,

ERS TO PARTICIPATE IN SOCIAL MEDIA GAMES AND EVENTS AND ENTER-

THE ADVERTISING OF THESE NEW PRODUCTS AND SERVICES WAS IN-

TAIN THEM WITH VIRAL VIDEOS AND ENCOURAGE ‘WORD OF MOUTH’

FLUENCED AS WELL.

COMMUNICATION.

THE TRENDS OF CLASSICAL AND DIGITAL/INTERACTIVE ADVERTISING

THE FINDINGS SUGGEST THAT AN ICE CREAM BRAND SUCH AS CREMIS-

WENT HAND IN HAND WITH THE CONSUMER TRENDS. PRINT ADVERTIS-

SIMO SHOULD BECOME MORE UP TO TREND, TRY DIFFERENT WAYS OF

ING TRENDS SUGGEST THAT AN ADVERTISEMENT (AD) SHOULD BE CON-

VISUALIZATION AND BE MORE PLAYFUL ON THE WEB.

1.1 Background The consumers

(More detailed examples of consumer

As we enter the 21st century, a new

trends will follow in the next chapter.)

and improved wave of educated con-

Introduction

sumers is taking over Europe. This new

Advertising

consumer has emanated from the de-

In this commanding market ice cream

velopment of technology as well as the

has a disadvantage because it is a

current financial and cultural develop-

seasonal product (sales rise between

ments in Europe. Due to the economic

June and September). Except for the

crisis, the busy life of the consumers and

weather, which is beyond anyone’s

the environment’s emerging rescue, the

control, large companies try to boost

consumer’s needs have changed from

their sales by promoting their products

what they used to be.

with adver tising (C. Clarke, 2004). In Contemporary advertising by Boveé and

The brands

Arens (1989) adver tising is described

Ice cream brands are responding to

as “Nonpersonal communication of

these changing needs as they innovate

information usually paid for and usually

and try to make their products more

persuasive in nature, about products,

accessible and appealing to today’s edu-

service, or ideas by identified sponsors

cated and troubled consumer. How do

through various media”. The evolution

they do that? By opening for instance an

of the products/services of ice cream

online store so the consumers do not

brands influenced the communication

have to waste time visiting the parlour,

of those products to the consumers, in

or by making their product Fair-trade so

other words the adver tising. Ice cream

the consumers can save their karma, or

adver tising uses various types of media

by producing luxury products for fami-

channels and thematically mostly con-

lies so they do not have to go to a pre-

nects to fun, indulgence or refreshment

mium shop to get premium ice cream.

(C. Clarke, 2004).

1.2 objective

1.3 Questions & Structure

Company’s objectives

Main and sub-questions

Structure of the study

This paper was written during the period of March-October 2013 while I was

This study‘s research question is:

The thesis is divided into two main

doing my graduation internship at Ogilvy and Mather Düsseldorf. During that

par ts. The theoretical par t analyses

time I was working together with a team on a brand campaign for the launch

What are the trends of creating classi-

the ice cream consumption in Europe

of the new Cremissimo ice cream product. The client’s brief asked for a young

cal (print and television) and interactive

as well as the consumer trends of

and edgy campaign for the launch of a new product (More information about

advertising campaigns for ice cream and

ice cream over the last 5 years. Case

the campaign qualifications can be found in the Implementation Plan). This

how/why did that change over the last 5

studies yield an in-depth analysis of

paper provides an overview of the innovations from the ice cream brands,

years?

adver tising campaigns including classical

explores the competitors and gets inspired from other adver tising campaigns

(Print, Television) and Digital/Interactive

in order to create a modern and up-to-trend campaign for the launch of the

In order to answer this question, an in-

(Web/Mobile, Social Media, Events).

new product of Cremissimo in 2014.

depth study was conducted, by answer-

The conclusions provide an overview

ing the following questions:

of how the ice cream brands interpret

This paper examines how the changes in consumption and cultural trends

the trends and use them for creating

have influenced the positioning of the products on the market. It includes

(1)What are the changes in culture and

adver tising campaigns that appeal to

studies of classical and digital examples of adver tising that fit to today’s trends.

consumption (consumer trends) of ice

their desired demographic.

This study is dedicated to the visual par t of adver tising campaigns (classical,

cream the last 5 years?

Finally this thesis suggests recommen-

digital/interactive) and not to the verbal, or the marketing and positioning.

(2)What is the influence of those chang-

dations on how the outcomes can

Fur thermore, this study provides an in-depth analysis of the current ice cream

es in culture and consumption of ice

be applied to the Cremissimo brand

market and illustrates how consumptions trends have developed.

cream, to the brands?

campaign.

(3)What are the trends of creating visuals for a classical brand campaign for ice cream? (4)What are the trends of creating visuals for a digital/interactive campaign for ice cream?

2.1 Ice cream consumption in Europe. The European ice cream market Despite the difficulties markets face nowadays due to the economic crisis, ice cream remains a popular and frequent purchase for many European consumers. As common sense would suggest, the southern countries should have a

2 Ice cream trends in Europe

higher rate of ice cream consumption due to the warm weather. Yet, research shows that in the Scandinavian countries â&#x20AC;&#x201C; for example, in Denmark, 97% of the population claims to eat ice cream the whole year long, a figure that compares with 96% for Finland, 92% for Sweden and 87% for Norway. In the UK, 60% of the people are thought to treat themselves with ice cream on a frequent basis, whereas just over a fifth (22%) of Spanish consumers regularly buy ice cream (J.Thomas, 2013). The main reason for this phenomenon Chris Clarke explains is that nor thern Europeans are used to consume lots of milk, cheese, butter, (dairy products) whereas the southern European diet contains much less dairy products. Another factor that influences consumption is whether households own a large freezer, which could preserve quantities of ice cream (C. Clarke, 2004). Moreover, the effects of the economic recession are more distinguishable in those countries with a result of less purchase of products that belong to the secondary needs. The European ice cream industry consists of multinational firms (Unilever, Nestle, Haagen Daz ), supermarket home brands, ice cream parlours and smaller companies which sell locally. The most popular flavours in the European Union are vanilla, chocolate and strawberry and like in the United States ice cream often contains inclusions to provide greater interest and variety of flavours for the consumer. The largest single brand is Magnum - 41% of the adults in the United Kingdom buy it regularly (C. Clarke, 2004).

the need for individuality, experience,

Consumer trends

1. The Economic Crisis:

Consumer trends are habits or be-

The economic crisis appeared in Europe

haviours currently prevalent among

during 2008, but the problem was obvi-

3. Healthy Planet

during the last years. The need for new

consumers of goods or services (Defi-

ous in 2011. The countries that are mainly

Due to the climate change the last

experiences is rising because people

nition: Business Dictionary). Consumer

affected are the ones located in the south

years the emerging situation of the

are easily bored. The traditionally per-

trends and consumer behaviours

of Europe: Greece, Italy, Spain and Por tu-

planet became the centre of attention

ceived boundaries of age-appropriate

more broadly, are ultimately driven by

gal. But also in the rest of Europe, people

to a lot of asset-sided organizations and

fashion and lifestyles are now blurred

basic, fundamental, human needs and

feel uncer tainty for the future due to the

consumers are getting more conscious

(G.Westbrook, 2012).

desires (Trendwatching, 2012).

unstable financial and political situation. In

to issues of sustainability. They want to

view of those uncer tain times to come,

take care of the people who produce

Those macro trends have an influence

Macro Trends

they are more cautious when making pur-

the products they use in their everyday

on the consumer trends of ice cream

Macro trends also called swifts are the

chasing decisions (G.Westbrook, 2012).

life, the animals and the health of the

in many ways, think about Fair-trade

planet (M. Berelowitzm, 2012). Sustain-

ingredients, new tastes and healthier

long-term, progressing changes which

ping plus the in-store experience.

pleasure, game and fun grew stronger

mature across years or even decades.

2. Online shopping Vs Offline Shopping:

ability is a key goal for the usage of

products.

They are not consumer trends them-

The busy working life of the consum-

energy, water and food.

In the next chapter follows an analysis

selves but they shape both the direc-

ers embraces this new way of shopping.

tion and â&#x20AC;&#x2DC;flavourâ&#x20AC;&#x2122; of a specific trend

People use their smar tphones, tablet or

4. Healthy Lifestyle

those trends influenced the brands,

(Trendwatcing, 2012). Those macro

personal computer to purchase products

In addition to being sustainable for next

ice cream parlours and consequently

trends include changes in technology

via online shops. Googleâ&#x20AC;&#x2122;s research shows

generations, consumers want to take

adver tising of those products.

and subsequently effects on society

that 8 out of 10 consumers research their

care of their health, too. Many of them

as well as on the financial and cultural

purchases online. While only 42% of them

follow a healthy and low-fat diet and

developments in Europe and the rest

research online and then buy online, 51%

prefer products with low Carbohydrate

of the world.

research online and then buy in-store

and sugar and a lot of nutrition.

More specifically, the following para-

(Google & IPSOS OTX, September 2010).

graphs presents an analysis of the

In-store (offline) shopping is encouraging

5.Young Mentality

most significant macro trends , which

the consumers to visit the stores by giv-

As a result of the busy and stress-

have influenced the ice cream market

ing them all the benefits of online shop-

ful lifestyle of the European citizens,

of the consumer trends as well as how

in Europe the last 5 years.

2.2 Fair-trade products The last decade, consumers are concerned more and more about the envi-

smaller brands followed their example:

ronmental impact of the food they consume. A lot of organizations are trying

Waitrose and Marks & Spencer.

to create awareness about the subject and consumers want to know where

Except from conver ting their products

their product comes from. The need for new and greener practices of food

to Fair-trade, they under took activities

is becoming more and more popular. As consumers understand better how

to inform and activate the consumers

their food choices impact the environment they change their habits by buying

about the origin of their products. One

biological and Fair-trade products regardless the price difference (M. Berelow-

of the most characteristic campaigns is

itz, 2012). Moreover, consumers are attracted to products with extra nutrition

“The Givolution”, which was launched in

and vitamins. Research in the United Kingdom suggests that more than half

the Netherlands in 2010. Par t of this ac-

of the population wants to know where their products come from and that

tion was the activation campaign “Thank

brands are responsible to communicate the origin of food to their customers

you Cows”. This campaign invited peo-

(M. Berelowitz, 2012). Consumers want to be educated about this matter in

ple to talk directly to the Ben & Jerry’s

creative ways.

milk suppliers: the cows - through a telephone line. The reactions of the cows

Ben & Jerry’s

were filmed and posted on the website.

A very good example is Ben & Jerry’s. Over the last years they have star ted

This initiative brought the consumers

their activist, eco-conscious actions and suppor t of consumer health. Since

closer to the natural resources of ice

2006, Ben & Jerry’s Unilever ice cream have placed the Fair-trade logo (Fig.1)

cream, which made them very happy.

on some of their products. Their brand communication turned into a presen-

Another interesting fact that scientific

tation of their Fair-trade products, showing healthy cows and happy farmers.

research shows is that when the cows

Since then, Ben and Jerry’s have made major strides towards becoming 100%

are called by their names, they are hap-

Fair-Trade cer tified. When the world famous ice cream company began their

pier and produce more milk - so they

pursuit of incorporating Fair-trade ingredients into their flavours, they aimed

contribute to more happy customers,

at being fully Fair-trade cer tified by 2013. By now they are almost finished with

farmers and cows (Unilever, 2012). And

conver ting all their ice cream flavours to Fair-trade, although as they say they

it was a promise for the future: happier

have found out that some ingredients are simply not available for such a big

cows-tastier milk-even tastier ice cream.

Ben and Jerry photo, Ben and Jerry’s Free Cone

Fig.1 Fairtrade logo

production (such as some nuts and spices) (Unilever, 2012). After that a lot of

2.3 New products

Fig. 4 Carte Do’r Signature UK 2013

Frozen yogurt In this current dieting market, where consumers are watching their health fanatically a new so claimed low-fat product emerges with a healthy stamp: frozen yogur t. The young consumers rushed to the shops to buy it. In less than half a year, frozen yogur t shops opened in all big cities in Europe. Frozen yogur t is a refreshing desser t that combines the flavours and textures of ice cream and sorbet (FIg. 2). Frozen yogur t is a relative newcomer in the desser t market and has already made a big impact in the US. In Europe the market is still developing, with the UK being the lead sales and retailers of Frozen Yogur t. Chris Brockman, analyst at market research firm Mintel, told FoodManufacture.co.uk: “Frozen yogur t has a number of things going for it. It is a healthier alternative to ice cream and it is par ticularly well connected to the young consumers through innovative flavours. A varied range of topping has cer tainly been a massive par t of its success. It is a very vibrant sector that appeals to consumers of all ages” (D.Colomnini, 2012). The big brands in the ice cream market reacted in different ways. Unilever’s reply was Ben & Jerry’s frozen Greek yogur t series (Fig. 3), which was launched in the US. Kevin Havelock, president of refreshments at Unilever, argues that the “froyo craze” is beneficial for the ice cream market. “People are coming into ice cream that before, were a little concerned, they’re coming

Fig. 2 Frozen Yogurt Parlour, The Netherlands 20

in via frozen yogur t.” (K. Moodley, 2013).

and the suitability of ice cream

This product line is a big success in the

as a sharing product for families

US and it is expected to land in Europe

and social events at the home

very soon.

(J.Thomas, 2013).

Luxury for home

Dessert within dessert.

The sales of luxury ice cream for home

The Unilever firm, launched a lot

have risen the last years. Consum-

of new products with the theme:

ers are visiting the ice cream parlour

Desser t within desser t. For ex-

less frequently instead they are buy-

ample, Unilever’s Car te d’or, or

ing premium ice cream for home. The

Cremissimo (DE) is a tube ice

main players in the food industry (ex:

cream, which is mainly addressed

Unilever, Nestle) have been developing

to families. Although the crisis

more luxury take-home products, which

took over Europe, Unilever at-

many consumers bought despite their

tempted to overarch the market

economic situation. In the UK, for exam-

and tried to bring the consumers

ple, the luxury ice cream sales grew by

back home. The classical ice cream

7% in the year ending September 2012,

can now become a premium des-

driven by brand activity (adver tising)

ser t, because, “once you’ve got

Fig. 3 Greek yogurt Frozen 21

2.4 small companies and parlours The ice cream market in Europe consists of: (1) international companies (such as Unilever, Nestle, R & R), (2) the supermarket home brands, (3) the small ice cream companies which sell locally, especially in deli’s, restaurants and special dealers (Frozen Dutch-Netherlands, Melicena- Germany, Dodoni-Greece, e.t.c) and (4) the ice cream parlours. Researches show that the half of ice cream sales belongs to the smaller companies (J.Thomas, 2013). The 3rd category triggers a special interest, as it is a child of today’s trends. Almost 90% of those companies sell Fair-trade products can of course be easier produced, as they are only sold in small quantities. Also each smaller company has something Fig. 5 Cornetto mixmini

Fig. 6 Magnum mini

that makes them really special and separates them from the big firms.

Car te d’or, you’ve got desser t”(Fig. 4). This claim is also suppor ted by a website

Small Companies

with recipes and tricks for everyday desser ts including ice cream. This campaign

A great example is Melicane in Germany (Fig. 8), which is also placing biological

went all over the EU except from Germany, where the positioning of the brand is a

products on the supermarket shelves. This is a new contribution in the ice cream

bit different. Magnum also launched a new line of individual ice cream products the

market, as Melicana apar t from biological ice cream is also selling a very beautifully

summer of 2013 with the theme French Patisserie. All the big firms in Europe fol-

designed product, which was missing from the German market. The design theme is

lowed the Desser t within desser t trend.

‘family por traits’. Each member of the Melicena family represents a specific flavour

Small versions of existing products Due to the busy lifestyle of the European citizens in many countries there has been a shift from traditionally prepared meals and set mealtimes. Combined with the trend of healthy and low-fat diet, in-home consumption of ice cream has been a shift from standard desser t tub ice cream to multi-pack smaller versions of existing products. These are often mini or snack size products that complement the growing consumer trend for treats to reward good dietary habits practiced during the day (Euroglaces, 2011). The consumers can “live a little” by consuming ice cream full of fat, but in a mini package. Unilever and Nestle have released a lot of mini products, such as Magnum and Cornetto (Fig. 5,6). 22

Fig. 7 Melicane Lucas package

Fig. 8 Melicane pop-up store

2.5 New Tastes Fig. 9 Eyecream and Friends, Ice cream serving tray

Ice cream parlours Since the star t of recession

Ice cream with Alcohol

(economic crisis), consumers in

The trend of ice cream with alcohol appeals to the more mature palette of con-

developed markets have focused

sumers. There are some ice cream manufacturers that are ‘loosening up a bit’ the

less on conspicuous consump-

traditional taste palette of ice cream, by using actual alcohol as an ingredient in

tion and the gain of mate-

their products. Some other manufacturers are using only the taste of an alcoholic

rial possessions and more on

drink, for instance margarita (cocktail) flavoured ice cream.

seeking out mood-boosting or

Fig. 10 Eyescream and Friends ,Ice cream flavours

even life-changing experiences

The Icecreamists

(G.Westbrook, 2012). Ice cream

An outstanding example is the Icecreamists from UK. Their brand claim is: “Ice-

parlours are now more than

cream is exquisite - what a pity it isn’t illegal” - Voltaire - and they really stand up to

ever are trying to create wor thy

it. This ice cream brand is using premium, unexpected and alcoholic flavours. The

experiences in their stores.

Sex Pistol is one of their most provocative flavours, featuring ice cream mixed with

Eyescream and Friends Eyescream and Friends is a unique ice cream parlour that opened their doors in September 2012 in Barcelona, Spain. Apar t from tasty ice cream, the consumers can enjoy a unique of ice cream and stands for cer tain topics. For example grandma Erica, stands for tradition, homemade and good quality, her grandson Luca for instance for lifestyle issues and a healthy planet (Fig. 7).

eating experience (Fig. 9). This self-service experience matches perfectly with the concept and the branding of this parlour. They are charming every customer with eco-friendly packaging and happy-face ice cream (Fig. 10).

Fig. 11 The Icecreamsists Boutique 25

To sum up

ginkgo biloba (Chinese tree), arginine (used in pharmaceuticals) and guarana (Brazilian caffeine tree). The Sex Pistol (Fig. 12) was deemed so potent that sales were limited to one per customer during its appearance from September to November 2009. It was sold in a London depar tment store as a pop-up store installation. They also released ice cream made from breast milk and gun shaped sorbet sticks (Fig. 13) with absinth flavour. The decor of the

The culture and consumption of ice cream have been influenced by:

store (Fig. 11), the extreme uniforms of the sellers and the kinky visuals made this ice cream parlour a sensation. Salty-Sour ice cream Sweet and salty flavours have become quite common as inclusion blends in ice cream. Unilever firm has created ice cream products of sweet versus sour/salty products which were launched in 2011-2012 (Cornetto, Cremissimo, Magnum).

Fig. 12 The Sex Pistol ice cream Fig. 13 The Vice Lolly

(a) The Economic crisis. With people going less often to the ice cream parlours and rather stay at home, luxury ice cream for home came into picture. Ice cream parlours tried to make the trip to the store a special and unique experience. (b) The development of online shopping. A lot of brands have invested in an

online shop and created an online shopping experience, offline (instore). (c) The urge to live sustainable. Fair-trade and Biological products came into picture and the consumers loved them. (d) The healthy lifestyle of the consumers. Ice cream brands are releasing dieting products; Frozen Yogurt and mini sized ice cream, which are defeating the full-fat products. (e) The young mentality of the consumers. New tastes, usual ingredients, ice cream with a â&#x20AC;&#x2DC;commentâ&#x20AC;&#x2122; on the system, activist protests for the cows are a few actions that brands do in order to gain attention and place themselves on the market.

3.1 Introduction

3 Ice cream and classical advertising

The two major factors, which have im-

fun image is typically used to promote

pact on the sales of ice cream products,

products aimed at children or families.

are the weather and adver tising. As the

(C. Clarke, 2012). Those ads are emit-

weather is beyond anyone’s control, the

ting playfulness and fun that children,

large companies try to boost their sales

teens and families are enjoying.

by adver tising their products.

(3) For the young generation (millenni-

Ice cream brands are following today’s

als): This is the ‘youngsters’ target group

consumptions trends in order to satisfy

that is influenced by the new trends in

and meet the consumers. A consider-

lifestyle and food. The ads for this target

able segment of people are basing their

group look contemporary.

consumption choice on classical advertising: television/cinema commercials,

This chapter will include a showcase

prints ads on billboards/magazines/on-

of adver tising campaigns from typical

sale location and radio spots.

brands, which have a unique place-

The theme of adver tising differs de-

ment in the European market. The

pending on the target group.

radio spots will not be included in this

(1) For older segment: The adver tising

chapter, as the main question of the

should project an indulgent image (C.

research paper is about visual copy.

Clarke, 2012), trigger the senses (sexual attraction) with a premium and conservative product. (2) For younger segment and families: A

3.2 Print

Fig. 14 Cremissimo Opposites Attract Agency: Ogilvy & Mather Dusseldorf Germany, 2013

Print adver tising is the oldest kind of adver tising and it includes billboards, posters, press, transpor t-posters, building posters, etc. It is considered to be adver tising’s hardest creative discipline because it has to communicate an idea in a few seconds and it has to compete with the interesting ar ticles in newspaper and magazines and the general surroundings (P. Barry, 2004). It has to tell a story which the consumer can associate with. Every image tells a story through its subject, visualization and composition. And every aspect of that image-colour, light and shadow, details, typography, all contribute to the nature of the story (R. Landa, 2010). “It’s visual communication, whether it’s a visual identity or an ad. A print ad or YouTube video has to tell a story. Brands have to communicate specific ideas, a feel in a cer tain tone, not literally, not over tly, but with hints in it” (Gui Borcher t, from R.Landa 2010). The traditional approach for ice cream print adver tising is: (1)The ice cream looks very delicious with a lot of colour and exaggeration. (2) There is a breakdown of the ingredients so the consumer can see what the ice cream contains of. (3) A small indication of a story. As Arens and Bové (1989: 292) state: “The visual carries such a great deal of responsibility for the success of an adver tisement, it should always try to offer story appeal.” Cremissimo-Gegensätze zum verlieben. This ad was created for the launch of the new product of Unilever’s Langnese (Car te do’r of Germany), with the taste of white chocolate (sweet) and fruit

It is very common for two brands that belong to the same international firm, in this case Unilever, to have the same underlying communication strategy. This print ad, for Unilever’s Cremissimo is based on the same concept like the Cornetto print ad for 2011- ‘opposites attract’. Though, there is a clear difference between this and the Cornetto ad (see p.33): the Cremissimo ad is targeted to an older female segment and families, which makes the ad more conservative and traditional. The big size of the product is a key characteristic for print ads for this target group and the communication strategy of the brand.

sauce (sour) and the concept ‘opposites to fall in love with’. Cremissimo is a classical example of print/magazine/press adver tising. It contains all the traditional elements of an ice cream visual, like mentioned in the previous paragraph. The ads from the last 5 years are also following this pattern (Fig. 14-16). 30

Fig. 15 Cremissimo Casablanca Agency: Ogilvy & Mather Dusseldorf Germany, 2012

Cornetto-Opposites attract The concept of this print ad, ‘opposites attract’, is used to describe the new flavour of Cornetto made of dark chocolate and almond cream, two ‘opposite’ flavours. This campaign is targeted to teenagers and it communicates the message in a creative way: the theme, Angels and Demons, is illustrating couples with opposite characters (Fig. 17-18). The ingredients of the ice cream are still visible but the composition and the placement of the product does not follow the traditional route. The press release states: “We decided to tell 6 different stories. In each story, a couple made of really opposite characters will attract in the middle; like the essence of the ice cream. Teenagers shared these designs in the real world and in the online world, across social media and blogs. For us, reaching this is like entering their world. And that´s the best place to be”(Adver tolog, LOLA/Lowe, 2011).

Fig. 16 Cremissimo Madelmagisch Agency: Ogilvy & Mather Dusseldorf Germany, 2010

Fig. 17-18 Cornetto Opposites Attract Agency: LOLA/ Lowe & Partners Country: Spain Released on August 2011

Fig. 22 Magnum Temptation art, Agency: LOLA/Lowe & Partners Country: Spain Released on August 2011

This series of six print ads was displayed in Spain, Por tugal and Benelux during August-September 2011. Cornetto-Enjoy the ride love the

“Testing the Big Bang theory, that everything is born out of matter,”we have created worlds within worlds, where anything is possible”. (Diver & Aguilar, the photographers of this campaign)

ending-Cone Journey Although this ad is for the same brand as the previous case, there is no continuity of illustration style, typography and concept. The real product is intentionally skipped in order to emphasize the experience (Fig. 19-21). This print campaign for Cornetto consists of 6 different Cone journeys. The press release states: “We decided to represent a series of journeys, all with a different approach, talking about different subjects. Because a par ty at the beach can be a journey, or going surfing, etc. Everytime, the context for the illustrations was summer, fun, togetherness, experience and love. Because you can always

Magnum-Temptation

have a journey with someone, no

The Magnum Temptation print campaign of 2011 shows explosions of

matter how long it last, as long as it is

flavours in rich, intense and effective series of six prints by a displaying a

intense and ends on a high.” (Advertolog, LOLA/Lowe, 2012) This series of 5 print ads was displayed in Spain, Por tugal and Benelux during March 2012. 34

creative reformulation of the ingredients (Fig. 22). This print ad is an almost Fig. 19-21 Cornetto Cone Journey Agency: Lola Lowe Madrid Country: Spain Released: March 2012

traditional print ad as it lacks the storytelling, but it gains in terms of creative ar twork. These visuals ran as an all-media print campaign in Europe.

Magnum-5 kisses Another interesting campaign of Magnum is the 5 kisses. Magnum launched a new line of products in the summer of 2013 with theme French Patisserie. These

Fig. 25,26 Frozen Dutch Flavour Stories Agency: KesselsKramer And Sid Lee Country: The Netherlands, Released on 2013

limited edition products were appearing in store one by one in order to create anticipation. The theme is reinforced through a sensual adver tising campaign (Fig. 23, 24). The concept of this product suggests that ice cream bars are as irresistible as kisses: a first kiss, a loving kiss, a passion-

Fig. 27,28 Frozen Dutch New Flavours Agency: KesselsKramer And Sid Lee Country: The Netherlands, Released on 2011

ate kiss, a flir ty kiss and a stolen kiss. The target groups of this ice cream are both young and older people. It maintains the love/sexual feeling and the product covers a large surface on the ad but the execution is contemporary and abstract. Once again the ice cream looks very delicious and the ingredients are visible, but there is no visual continuity with the ad of the previous years.

Fig. 23,24 Magnum 5 kisses, Agency: LOLA/Lowe & Partners Country: Spain Released on June 2013

Frozen Dutch

3.3 TV

Frozen Dutch is an Amsterdam based ice cream brand that is using only biological and

Kevin Rober ts, worldwide CEO of Saatchi & Saatchi Ideas Company, coined

seasonal ingredients combined in interesting

a new word, “sisomo,” which captures the powerful effect of combining sight,

flavour combinations like apple & fennel, cara-

sound and motion on the screen. Rober ts believes sisomo is the way to en-

mel & onion and cucumber & dill. But there

gage people as they watch messages, whether on a traditional TV set, a giant

are also more traditional flavours available

stadium screen, or a 1-inch cell phone screen (Drewniany, Jewler, 2008).

such as strawberry, chocolate and lemon. The

Most ice cream brands are releasing 1 or 2 TV commercials per year : one dur-

main channels of adver tisement were luxuri-

ing Christmas time and one during summer time. A regular TV spot in Europe

ous magazines (press Ad). These pictures (Fig.

lasts 15s, 30s and rarely (Cinema), 1 minute. The task of the TVC is to attract

25,26) belong to a series of nine ads. The right

the viewer’s attention to watch the entire ad, or he/she may drift in and out.

par t of the ad is displaying ice cream pack-

Thus, if the viewer stays in the room during the spot, there is an oppor tunity

ages and melting ice cream compositions. The

to regain attention (R.Landa 2010).

ice cream looks very “yummy” as it melts on the packages and the viewer can detect the

The structure

ingredients. On the left par t of the ad there

In matters of ice cream, the classical TV ads are usually divided in 4 par ts:

is a small story describing a positive feeling of

(1) A story: a small story about the product that fits with the communication

taste. This ad has a complementary verbal and

strategy of the brand.

visual communication synthesis, which made

(2) A product showreel: slow motion of the cream falling spinning, macro shots

the brand very famous locally. According to

of the product with the ingredients splashing on the cream.

the press release the result is “a minimalist

(3) Enjoy: the protagonists of the story are enjoying the ice cream and live

design and a brutally frank Dutch approach,

happily ever after.

focusing on Frozen Dutch’s strongest assets:

(4) The end shot: shows the product with all its glory, most of the times ac-

its delicious flavours”.

companied by a voice over talking about it.

The print campaign of the previous year (2012) (Fig. 27,28) also carried the same feel-

Trends

ing of design but without displaying the final

Macro photography: Is an extreme close-up photography, in which the size

product, only the ingredients in creative com-

of the subject in the photograph is greater than life size (G.Saxby 2010). This

positions.

technique is often used in TV spots for ice cream in order to exaggerate attractiveness and sometimes size the product (D. Dario, 2013).

Fig. 29 Magnum 5 kisses short film Fig.30 Magnum 5 kisses Agency: LOLA/ Lowe & Partners Country: Spain Released 2013

Visual effects and 3D animation: TV commercials nowadays show flying ingredients, delicious compositions of cream and sauce uniting to fit inside the package. Different media and lengths: Some brands, in combination with the TVC, are releasing videos with different format and on different media: shor t films, You Tube films, documentaries, Manifesto (Brand-values) films.

Fig.31 Cornetto Enigma Agency: LOLA/ Lowe & Partners Country: Spain Released 2013

Magnum In 2013, Magnum released a new line of limited edition products, the 5 kisses. Except from numerous TVCâ&#x20AC;&#x2122;s, they also produced a shor t film featuring the actress Liv Tyler (Fig. 29). In this romantic and dreamy film she thinks about kissing. She remembers her first kiss and the magic of it. The director (Win Wenders) and actress presented this shor t film at Cannes Film Festival, which created a lot of brand awareness and publicity. The TVC from this campaign are following the traditional structure, empha40

Fig.32 Carte Do’r Signature, Uk 2013

sizing the sensual feeling of kissing, using colour and macro photography of the ingredients together with a shor t love story (Fig. 30). These TVC’s were broadcasted all around Europe the summer of 2013. Cornetto Enigma A traditional Unilever TV commercial was created for the launch of Cornetto Enigma in the European market. This TVC follows the exact story structure as the previous case: A man is transforming into a teddy bear, which the girls falls in love with. Then a product showreel follows and a logo endshot (Fig. 31). Carte d’or This new Car te Do’r product, Signature is inspired by classic desser ts. The TVC shows that the package is by itself a desser t and when you touch it with your spoon, the delicious structure of the desser t is revealed (Fig. 32). This TVC is not exactly following the traditional structure, which doesn’t mean that is was more effective, as there was no indication of a story. It was broadcasted in the UK and Ireland in 2013.

To sum up The trends of creating visuals for a classical campaign for ice cream have changed in many ways. Regarding the print ads, the traditional approach is still used by some brands that are targeting an older consumer. In those ads (1) the positioning of the product is always in the same composition (2) the ice cream looks delicious and there is a breakdown of the ingredients (3) there is a small story, which is emanated from the TV commercial. Though, this approach is a bit outdated even for older target groups. The new trends require:

(1) A different style of print ads every year, using different compositions, illustrations and typography. (2) The artwork is very important and it should be contemporary, seductive, artistic, playful and colourful. (3) In some cases there is even no need to display the actual product, if the artwork is promising an experience. (4) A series of ads is more common than only one or two. Regarding the TV commercials, the target group who is still influenced by them is old, therefore the structure is still the same:(1) Short story about the product. (2) A product demo-reel. (3) People eating the ice cream and feeling happy. (4) The endshot with the product and the logo. The trends suggest usage of macro photography and visual effects in order to make the product bigger and attractive. Some brands are a bit more daring and release commercial short films and documentaries in combination with the TVC’s.

4.1 Introduction

4 Ice cream and digital/ interactive Advertising

In the ice cream market, the brands are

works, the difficulty of reaching more

being playful with media and they create

elusive target consumers, and the

interactive campaigns for their products.

transformation of personal commu-

Marshall McLuhan once said, “The

nications due to these developments

medium is the message.” The key fact

have made it more impor tant than

is that today “The media are the mes-

ever for brands to invest in strategies

sage.” Meaning that not a single medium

to engage target consumers in cap-

will get the message across; the message

tive locations for extended periods of

must be communicated through a broad

time through the power of emotional

range of media.

connections.”(Pqmedia, 2010). Brand-

Today, branded companies are engaging

ed enter tainment is the new tool of

in a broad range of activities. The Inter-

communication. Brands are trying to

net is now a far more impor tant vehicle,

surprise and enter tain the consumers

allowing the development of campaigns

with out-of-the-box campaigns, which

that don’t belong into the classical ad-

include a variety of media, events, apps,

ver tising category (G. Czarneck, 2010).

guerilla actions, flash mobs, viral videos etc. This kind of communication is

Branded entertainment

mostly addressed to a younger target

“The cascade of new media platforms

group, but there were some cases in

and technologies have led to signifi-

which older target group responded

cant changes in consumer media use,

positively as well (Magnum 5 kisses-5

which has forced brands to rethink

lost kisses). This is a new era of com-

long-held beliefs about effective strat-

munication and the brands are being

egies to reach target audiences,” said

creative, involve the consumer in a

Patrick Quinn, CEO of PQ Media. “The

creative and full of experience journey.

availability of content through the in-

The most common form of branded

ternet, mobile devices and social net-

enter tainment for ice cream is online

4.1 online Fig. 33 Cornetto Love Plane Agency: Lola / Lowe & Partners Client: Country: Spain Released August 2013

commercial games with a funny character, social media campaigns, viral videos and events/ambient. Social media Social media campaigns are a big hype the last 5 years. A great impact of social media is that they encourage third par ties to provide meaningful “word-ofmouth,” referral messaging to the rest of the consumers (G. Czarneck 2010). Those campaigns most of the time require active par ticipation of the consumer. Moreover with the development of the web and mobile technology, more dynamic websites were created which can provide interactive experiences to the viewer. Online campaigns are frequently used these days because more and more, people are spending time with their smar t phones or in front of computer screens (R. Landa, 2011). Those campaigns come in form of apps, videos, games, social media or in combination with a website, a web camera, a microphone. Most of the times they have an enter taining character in form of for instance a game. In this chapter there is going to be a presentation of the most distinguishing digital/interactive campaigns in Europe the last 5 years. Cornetto-Love plane Cornetto Love plane is a social media campaign involving twitter and skybanners. People can tweet their love with the hashtag #cornettoskytweet and the most retweeted tweet will appear as an actual sky banner flying over the beaches of Spain. “With the Cornetto Love Plane, Lola has given an incredible oppor tunity for those brave teens to have fun demonstrating their love in front of the whole world” said Alber to Di Leo, Vice-President of Cornetto

Worldwide at Unilever. Cornetto

8.9cm tongue. The user should make

managed to enter tain the consumers

the ice cream disappear as quickly

with this interactive campaign and fly

as possible by licking the digital ice

over 1,000 skybanners (Fig. 33). The

cream on screen. The users must have

Love plane went viral between teen-

access to a webcam (on a computer

agers across Spain and it is expected

or mobile) and lick the Cornetto that

to visit other countries as well the

appears on screen as fast as they

following year (2014).

can. The winner receives Facebook and twitter generated fame (his/her

Cornetto-Lick challenge

picture is placed on the Facebook/

Cornetto Lick challenge is an interac-

Twitter wall of the campaign).

tive game in which the user is competing with Nick Afanasiev who is

In addition to this online game, Cor-

famed for his licking speed with his

netto released a series of shor t vid47

eos, which show Nick training his

new limited edition products,

tongue by doing different spor ts

the 5 kisses.* In order to

(Fig. 34-37).

promote these products to

This campaign has also a social

a younger target group, an

media extension as the user

online campaign was launched

could challenge his/her friends

with the title 5 lost kisses.

on Facebook to play the game

Inspired by an arcade game,

and to find out who has the

Magnum Pleasure Hunt-5 Lost

most talented tongue. Alper

Kisses is a new action packed

Eroglu, Cornetto Global Senior

platform game, where The

Brand Development Manager,

Prince, the apple of our hero-

says: “We’re giving our online

ine’s eye, suddenly becomes

community of fans a chance to

the target for a bunch of evil

interact with each other and

willing bad girls. He gets bru-

Cornetto. The Lick Challenge

tally kidnapped and the objec-

combines an element of healthy

tive is to help rescue him and

competition by enjoying the

bring him back for The Kiss.

iconic Cornetto ice cream. We

The game takes place in Paris

can’t wait to see who beats Nick

(Fig. 38, 39,40). There are 5

in this fun challenge.” Apar t from

games one of each of the Mag-

Spain, this campaign is present in

num 5 kisses. In addition to the

Italy, France, the United Kingdom,

exciting game play, the user

Netherlands, Germany, Por tugal,

has also a privilege in star ting

Denmark and Sweden.

the game: no authentication or name of Facebook needed-the

Magnum-Magnum Pleasure Hunt,

user enters the website and

5 Lost Kisses

can star t playing right away. Fig. 38, 39, 40 5 Lost Kisses Agency: Lowe Brindfors, Stockholm 2013

In 2013, Magnum released five Fig.34-37 Cornetto Lick Chaling, Agency: LOLA/Lowe & Partners, Spain 2013 48

*More on 5 kisses campaign in the chapter Print, pg 31. 49

4.2 Event Smile-activated vending machine Supporting Better Dairy Campaign, EU

As par t of a global campaign for the

The ‘Suppor ting Better Dairy’ campaign

‘hear tbrand’ of Unilever, a new kind

aims to introduce EU-wide legislation

of vending machine was invented: The

that will set standards to protect the

Smile-activated vending machine.

welfare of 20 million dairy cows. This

The mechanic is simple: If the user

campaign wants to make sure that every

smiles, he/she gets a free ice cream.

cow in Europe is well looked after. They

Also a camera is taking a picture of

claim that every cow deserves to be

the smiling face and posts it Face-

happy “Our goal isn’t just to make great

book. The user interface of this vend-

Please Join the

ice cream or gain fair profit, but also to

ing machine includes a multi-touch

Campaign!

change the world for the better through

screen and uses stop motion anima-

everything we do.”

tion (Fig. 43, 44).

This online campaign was suppor ted by

This machine made its first appearance in Lisbon, Por tugal during a rock

actual protests in the streets of Berlin (Fig. 41), from people dressed as cows.

Fresh ! Waterr Bette Feed!

Comfy Houses!

More Pasture Romps!

Healthy Cows!

festival. The par ticipants smiled with

Also on their website people could sign

their hear t and left satisfied with a

for the legislation and download pro-

ice cream on their hands.

testing materiel (Fig. 42). Ben n Jerry’ s received a lot of suppor t from citizens and the parliament and gathered a lot of signatures for Suppor ting Better Dairy.

Show European Cows Some Love It’s probably not a surprise to you that we love our cows…

The sad truth is many of our bovine friends around Europe are not happy cows, with standards of animal welfare varying greatly across the EU. But we’re calling for new rules to make Europe’s cows happier & to do this, we need your help! Join the campaign & get your hoof in there to help make a real difference to the welfare of dairy cows in Europe!

Visit happycows.eu to join the campaign. Supported by

Fig. 41 Berlin cow protest Fig. 42 Awareness poster Fig. 43, 44 Smile-activated vending machine Portugal 2010

To sum up Brands are exploring the interactive and digital media on their way to engage the consumer. Most of these campaigns are embracing the concept of branded entertainment. Brands try to entertain the user with fun, games and challenge him to be who/she want to be. The most common media of digital/ interactive advertising are: Events, Online: Games, App, Social media

and Viral video. As this is a brand new path for the advertising agencies-only blossoming the last years, the examples arenâ&#x20AC;&#x2122;t countless; therefore the following trend bullet points are based on the examples described in this chapter. (1) Encouraging healthy competition is a must for online commercial gaming platforms. (2) As far as the looks are concerned, flashy colours and funny images are used frequently. (3) Personalization or other forms of user interaction are encouraged. (4) The content of the ad should not necessarily advertise the product directly but emphasize the experience of what the product stands for.

5 Conclusions & Recommendations

Conclusions The 21st century consumer has been in-

product has a new strategy, so does

look very delicious. The structure of the

used frequently.

fluenced by the development of technol-

the content of the print ads. Moreover,

ice cream spots is still traditional:

(3) Personalization or other forms of

ogy as well as the current financial and

the need for new and different experi-

(1) A shor t story about the product.

user interaction are encouraged.

cultural developments in Europe. People

ences has influenced the print/tv ad-

(2) A product demo-reel.

(4) The content of the ad shouldn’t

want to be educated and actively par tic-

ver tising in various ways.

(3) People eating the ice cream and

necessarily adver tise the product di-

enjoying.

rectly but emphasize the experience of what the product stands for.

ipate in matters that concern the sustainability of the planet as well as their

Print trends

(4) The end shot with the product and

health. They also live a very busy lifestyle

The new print trends require:

the logo.

with a lot of stress, resulting their con-

(1) A different style of print ads every

tinues attempt to have fun and relaxing

year, using different compositions, illus-

Digital/Interactive Advertising:

In countries where the ice cream mar-

experiences every minute of their lives.

trations and typography.

This category of adver tising is rising the

ket is not so developed (Spain, Por tu-

Along with the consumer, the ice cream

(2) The ar twork is very impor tant and

last years. Those campaigns in general

gal, France, Benelux), there are more

brands had to adjust their products and

it should be contemporary, seductive,

are based on branded enter tainment by

new products launched every year in

communication so they address their

ar tistic, playful and colourful.

providing a fun experience to the con-

contrast to the countries that have a

desired target group. Fair-trade products,

(3) In some cases there is even no

sumers. Social media campaigns, out-

bigger consumption. In addition to the

eco-friendly local sellers, innovative ice

need to display the actual product, if

door events and online games are some

new products the adver tising cam-

cream parlours, new tastes and ingre-

the ar twork is promising an experi-

of the examples of this type of adver tis-

paigns are even more contemporary

dients, new packaging, frozen yogur t

ence.

ing. Key elements of these campaigns

and ‘trendy’ in those countries.

products are only a few trends in the

(4) A series of ads is more common

are playfulness, personalization, “word of

consumption of ice cream over the last

than only one or two.

mouth” promotion, active par ticipation of the consumer and a lot of fun.

5 years.

General observation:

TV Trends:

The trends on this category are:

Classical Advertising

The TV commercials are emphasizing

(1) Encouraging healthy competition is

Classical Adver tising trends have their

the eating experience that ice cream

a must for online commercial gaming

roots in the new culture of ice cream

gives, by showing close-up shots of

platforms.

brands and they release a new product

mouth, tongue, lips. Macro photography

(2) As far as the looks are concerned,

almost every year. Because every new

and visual effects make the ice cream

flashy colours and funny images are

RECOMMENDATIONS Cremissimo is a German ice cream brand which makes its adver tising campaigns a bit more conservative than the campaigns of Southern Europe. This study though recommends that ice cream brands like Cremissimo, which are targeting an older segment, should become youthful and provide different experiences to the consumer. This can be achieved by: Print advertising The traditional way of displaying the product in a print ad is very outdated. The consumer can adjust to new layouts much easier now and is expecting more contemporary and ar tistic visuals, typography and composition. TV advertising Fun and happiness are the new romance. TV commercials should entertain the consumer and show beautifully composed macro shots of the ice cream as well as the experience of eating the ice cream. Branded entertainment With a steady and determined step, Cremissimo should use this new way of engaging younger consumers. A shor t film, a viral video, a social media campaign or events are suggestions that can be appreciated from both older and younger target group. Nobody is old forever. Cremissimo should star t engaging younger consumers so the brand image can survive for more years.

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