- Emma x
Team Cornetto: Emma Jennings, Kaylea Blindell, Nicole Garsin, Katie Ford, Harriet Kennedy
Big Idea rough ideas
BIG IDEAS
NOSTALGIA
Mystery Cornetto-like Walkers crisps did/guess the flavour
Memories/childrens drawings
Cornetto ice-cream van/truck (sounds)
Man in cornetto outfit-like at Disneyland
HERITAGE
‘Classic’ style linked to 99 ice cream
FRIENDSHIP
Couples-pairs of things
ENJOY ON YOUR OWN
Reminisce on when younger
No one will interrupt you-in own bubble of summer/sunshine
Cornetto always the same/will never change/always there for you
Take time out of day for Ice-cream (Like kit-kat take a break)
PACKAGING
Scratch and sniff/wrapper smells
Oragami/interactive-could make into something else e.g. funny hat
HOLIDAYS
Old school beach theme/fun fair
Pop up beach-old deck chairs like stripe pattern
Competition to win holiday
VENDING MACHINE IDEAS
Questions asked to discover most suitable flavour for people
Whatever flavour chosen smell is released
Ice-cream slides down fun fair style
PHOTOBOOTH
What can you do with your ice-cream?
Polaroid-with fun props e.g. sunglasses upload to Facebook etc
Collage pictures on side of machine
Cut out face and put on scene and display in random places
OTHERS
Build your own ice-cream
Where is Mr.Cornetto? –fun involvement/personified
Play on words e.g. ‘enjoy the ride’ link to fun fair idea
Humour?
- Kaylea
NOSTALGIA
Mystery Cornetto-like Walkers crisps did/guess the flavour
Memories/childrens drawings
Cornetto ice-cream van/truck (sounds)
Man in cornetto outfit-like at Disneyland
HERITAGE
‘Classic’ style linked to 99 ice cream
FRIENDSHIP
Couples-pairs of things
ENJOY ON YOUR OWN
Reminisce on when younger
No one will interrupt you-in own bubble of summer/sunshine
Cornetto always the same/will never change/always there for you
Take time out of day for Ice-cream (Like kit-kat take a break)
PACKAGING
Scratch and sniff/wrapper smells
Oragami/interactive-could make into something else e.g. funny hat
HOLIDAYS
Old school beach theme/fun fair
Pop up beach-old deck chairs like stripe pattern
Competition to win holiday
VENDING MACHINE IDEAS
Questions asked to discover most suitable flavour for people
Whatever flavour chosen smell is released
Ice-cream slides down fun fair style
PHOTOBOOTH
What can you do with your ice-cream?
Polaroid-with fun props e.g. sunglasses upload to Facebook etc
Collage pictures on side of machine
Cut out face and put on scene and display in random places
OTHERS
Build your own ice-cream
Where is Mr.Cornetto? –fun involvement/personified
Play on words e.g. ‘enjoy the ride’ link to fun fair idea
Humour?
- Kaylea
Legoland Info
Legoland is an adventure park for families with children aged 3 - 12. Divided in to different areas, it has many attractions varying from rides, mini-lands and educational activities. The lego mini land featuring models of famous landmarks from around the world e.g. Houses of Parliament, Buckingham Palace, and a working train, all made from millions of lego bricks. Also a Lego Mindstorms centre which is fun, hands on learning, Duplo Gardens for younger children, and the famous Driving Area in which you can earn a Lego driving license. Other features are Boating school Ballooning school, Flying school, and Fire Academy, My Town, Wild Woods, and Knight's Kingdom. The parks have a number of themes that run along side the attractions, for example in the Wild Wood there is a pirate theme with Pirates Falls Dynamite Drench (log flume), Jolly Rocker (pirate ship ride) and Pirates Training Camp (adventure park). In general there is a distinct theme of larger than life attractions and children's versions of adult life (driving school) and fantasy life (Pirates and Knights).
Before section
In order to enhance purchase by our target consumer, we understand that the consumer decision journey is extremely important, focusing on four key components when in store: 1) noticing, 2) Choosing, 3) Purchasing and 4) experience after purchase. The first contact with the consumer would be the entrance to the shop. The use of storm boards or static advertising in the entrance to the shop once inside would initially alert the customer to our product, using images from the photo-shoot advertising ‘caught on Cornetto’. Our next point of advertising which would draw people towards the selling station would be floor stickers directing consumers to the point of sale. This will not only direct people looking for our product, but will entice others to do the same. The selling station will be located near the snack’s section as we want the experience to be associated as a treat. After the brand stated that the product was breaking in its current display/cabinet due to consumers checking to see what flavour to pick and often being thrown back in, we have thought of a new way to showcase the product, eliminating these past problems. The product will be sold via a vending machine design in stores, which will contain a touch screen where consumers can have an interactive experience involving predominantly smell and touch. In addition, the use of modern technology selling a classic product will create a more exciting experience, where consumers may spend more time at the station where the product is being sold. The options on the screen will be a grid visual list of all the Cornetto ice creams available. It will be clearly highlighted that consumers can ‘click on the icons for an aroma surprise’. Integrated as part of the vending machine design will be a photo booth in store. Visual aesthetics of the vending machine and photo – booth will be colourful and bold, using classic stripes, taking consumers back to nostalgic summer prints. Subsequently the visuals will draw people in to going up to the station and the during experience of purchase will cause consumer’s to get involved and stay for longer; further creating experiences and capturing them through the brand.
Sensory Exp in store
‘Research has shown that people remember 35% of what they smell, compared with only 5% of what they see, 2% of what they hear and 1% of what they touch.’ (LetsGetScented, 2010). In store sensory experience in marketing has become essential in strengthening customer loyalties and enhancing the perception of quality. Aromas in marketing prompt memories, which further influence emotions and subsequently emotions that trigger consumer moods. '’'Smell has the power to revive the past and transport us to a happy time or place or remind us of a special person, evoking feelings of nostalgia and comfort.”’ (Dr Pamela Dalton, 2010). The influence of smell in relation to Cornetto and our big idea is extremely essential, as a smell by itself can take a consumer back to memories/feelings of nostalgia instantaneously.
Visually on the vending machine, each icon when clicked will release a short burst of smell that will relate to the individual ice cream flavours, highlighting key elements such as raspberry, hazelnut and vanilla that are hidden treats inside the ice cream. By releasing these scents, we want the smells to activate a memory of either eating the ice cream before and further enhancing the chances of purchase again, or triggering a memory that will be personal to each consumer. The paper packaging when purchased will also have a slight scent so that when bought home/out of the store the sensory experience is carried on further. This should all aid in the embedding of the smell in the limbic part of the brain, so that if smelt again it will connect to this part of the brain and consequently his/her recollection in a positive way.
Visually on the vending machine, each icon when clicked will release a short burst of smell that will relate to the individual ice cream flavours, highlighting key elements such as raspberry, hazelnut and vanilla that are hidden treats inside the ice cream. By releasing these scents, we want the smells to activate a memory of either eating the ice cream before and further enhancing the chances of purchase again, or triggering a memory that will be personal to each consumer. The paper packaging when purchased will also have a slight scent so that when bought home/out of the store the sensory experience is carried on further. This should all aid in the embedding of the smell in the limbic part of the brain, so that if smelt again it will connect to this part of the brain and consequently his/her recollection in a positive way.
Report Intro
This report will introduce to you a new retail communication strategy on behalf of the Unilever brand Cornetto. Through thorough primary and secondary research we aim to create an innovative way to engage the consumer before, during and after purchase of a Cornetto ice cream. Whilst demonstrating our understanding of our target market, (16-25 year olds) our intention is to enhance the customer’s shopping experience in order to meet all the demands of our project brief. We will discuss our findings, thought processes and inspirations behind every aspect of our idea with the intention of producing an effective retail experience.
As the Future Laboratory suggests, ‘Stores can no longer expect to function as destinations in their own right, as consumers become more explicit in their demands and more active and demanding in the ways they achieve these.’ Therefore, we seek to set Cornetto apart from other relative products, creating brand loyalty and a nostalgic experience that encourages our consumer to associate the product with a memorable and positive experience. We also aim to take into consideration that Cornetto is looking to market its products as more of a ‘snack’ rather than a ‘go-to’ product in good weather.
- Katie
As the Future Laboratory suggests, ‘Stores can no longer expect to function as destinations in their own right, as consumers become more explicit in their demands and more active and demanding in the ways they achieve these.’ Therefore, we seek to set Cornetto apart from other relative products, creating brand loyalty and a nostalgic experience that encourages our consumer to associate the product with a memorable and positive experience. We also aim to take into consideration that Cornetto is looking to market its products as more of a ‘snack’ rather than a ‘go-to’ product in good weather.
- Katie
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