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
Team Cornetto: Emma Jennings, Kaylea Blindell, Nicole Garsin, Katie Ford, Harriet Kennedy
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
Primary School Drawings
On the 20th April 2013, we attended Cotgrave Candleby Lane primary school located in Cotgrave to hold a short focus group with a year 3 class (aged 6-7) of 32. We kindly asked the children to draw us a memorable moment they could think of that involved ice cream, anything from a family holiday, to buying one from an ice cream van. We also asked them to describe how eating ice cream made them feel and any words they associated with these emotions.
Our intention was to find out any feeling that ice cream provokes, with a range of different memories and associations that could be linked with the product. Our findings represented a wide range of happy insightful moments, which often included family and friends. Children commented they consistently connected ice cream with warm weather, the music coming from an ice cream van and sounds of waves on the beach. Different settings such as playing in the garden, running after an ice cream van and holding hands with friends were common occurrences. We felt these were valuable insights that could be taken forward in relation to our idea that ice cream is very much a nostalgic product.
Our intention was to find out any feeling that ice cream provokes, with a range of different memories and associations that could be linked with the product. Our findings represented a wide range of happy insightful moments, which often included family and friends. Children commented they consistently connected ice cream with warm weather, the music coming from an ice cream van and sounds of waves on the beach. Different settings such as playing in the garden, running after an ice cream van and holding hands with friends were common occurrences. We felt these were valuable insights that could be taken forward in relation to our idea that ice cream is very much a nostalgic product.
Update
Hey guys hearing groups saying that printing takes max a week and a half so def need to be done by wednesday id say :) so tueday if half of us do the shoot and edit and half do the appendix/any last min bits :) so if everyone has there references to hand on tuesdayy!!
- Nicole
- Nicole
Shop Observation
Summary of following people in-store
On the 3rd May we decided it was important to observe consumers near where ice-cream was sold to see if we could recognise any patterns. We stood in a number of locations, near an ice cream van in the Market Square of Nottingham, next to Thorntons ice cream counter and by a Tesco express ice cream freezer. The majority of the customers that purchased ice cream tended to be in a group of 2-5 friends, very few consumers over 25 (at a guess) tended to purchase an ice cream and often they bought the same one. This led us to thinking into the fact that Cornetto’s advertising is very much focused on young couples currently, and maybe this could be modified in the future to be geared towards friendship.
On the 3rd May we decided it was important to observe consumers near where ice-cream was sold to see if we could recognise any patterns. We stood in a number of locations, near an ice cream van in the Market Square of Nottingham, next to Thorntons ice cream counter and by a Tesco express ice cream freezer. The majority of the customers that purchased ice cream tended to be in a group of 2-5 friends, very few consumers over 25 (at a guess) tended to purchase an ice cream and often they bought the same one. This led us to thinking into the fact that Cornetto’s advertising is very much focused on young couples currently, and maybe this could be modified in the future to be geared towards friendship.
The Big Idea
The big idea
INTRO
Through various primary and secondary research we noticed that most people react positively to a product when they have fond memories attached to it. For example, our survey results showed that ice cream reminds people of holidays when they were younger and fun trips with their family. We also discovered that senses such as smell, taste and sound are most effective when bringing a sense of nostalgia to ice cream. Most of our focus group linked the tune of an ice cream van to positive memories and it encouraged them to purchase an ice cream if they walked past one. Not only this, the drawings we received from Cotgrave Candleby Lane illustrated that it’s not the purchasing of the ice cream that the children remember, but the happiness they associated with eating a Cornetto whilst doing an activity or playing. Therefore, we realised that by incorporating a sense of fun into the buying process of a Cornetto, it would lead to a positive association with Cornetto whilst developing a strong brand loyalty. We also understood that creating new memories are just as important as old ones and allow the consumer to associate positivity with the brand. Creating a personal and memorable experience before, during and after the consumer journey will help people begin to buy into Cornetto as more of an every day snack, than just a quick treat on a hot day.
- Emma
WHAT IS THE BIG IDEA?
The big idea is to create a sense of community involving the Cornetto consumer using the tagline ‘Caught on Cornetto’. ‘Caught on Cornetto’ is a play on words on the well- known saying ‘Caught on camera’. The intention is to capture the consumer in a happy fun filled environment that can later be relived. We aim to create this with the use of a photobooth in-store, in which the customer can take away a polaroid to look back as a positive memory that would now be associated with the Cornetto brand. This will be explained further within the steps of the creative idea.
In addition, we will ensure Cornetto’s brand identity is carried throughout all our product ideas and promotional tools in order to remain consistant. Colour palettes, the Cornetto logo, and an appropriate tone of voice will be taken into account in order to create an easily identifiable 360 degree retail experience, enhancing consumer loyalty and creating brand trust for new customers.
- Katie
INTRO
Through various primary and secondary research we noticed that most people react positively to a product when they have fond memories attached to it. For example, our survey results showed that ice cream reminds people of holidays when they were younger and fun trips with their family. We also discovered that senses such as smell, taste and sound are most effective when bringing a sense of nostalgia to ice cream. Most of our focus group linked the tune of an ice cream van to positive memories and it encouraged them to purchase an ice cream if they walked past one. Not only this, the drawings we received from Cotgrave Candleby Lane illustrated that it’s not the purchasing of the ice cream that the children remember, but the happiness they associated with eating a Cornetto whilst doing an activity or playing. Therefore, we realised that by incorporating a sense of fun into the buying process of a Cornetto, it would lead to a positive association with Cornetto whilst developing a strong brand loyalty. We also understood that creating new memories are just as important as old ones and allow the consumer to associate positivity with the brand. Creating a personal and memorable experience before, during and after the consumer journey will help people begin to buy into Cornetto as more of an every day snack, than just a quick treat on a hot day.
- Emma
WHAT IS THE BIG IDEA?
The big idea is to create a sense of community involving the Cornetto consumer using the tagline ‘Caught on Cornetto’. ‘Caught on Cornetto’ is a play on words on the well- known saying ‘Caught on camera’. The intention is to capture the consumer in a happy fun filled environment that can later be relived. We aim to create this with the use of a photobooth in-store, in which the customer can take away a polaroid to look back as a positive memory that would now be associated with the Cornetto brand. This will be explained further within the steps of the creative idea.
In addition, we will ensure Cornetto’s brand identity is carried throughout all our product ideas and promotional tools in order to remain consistant. Colour palettes, the Cornetto logo, and an appropriate tone of voice will be taken into account in order to create an easily identifiable 360 degree retail experience, enhancing consumer loyalty and creating brand trust for new customers.
- Katie
Disneyland Research
As part of our secondary research we decide to look in to life experiences and situations that are associated with socialising with family and friends. Its these events that we want to understand, so we can see what we can use to inspire these feeling when purchasing and consuming Cornetto. We decided to look at Disneyland Paris as it appeals to all age groups and is a very successful park.
Adventure, Make-believe, Fun.
1988, Construction begins on Disneyland Paris, with a budget of $2.3 billion.
1989, Walt Disney and group of architects designed American themed hotels each depicted a region of the United States.
1991, Disneyland set up its own Disney University to train its employees, over 24,000 people had applied.
1992, March, Disneyland opens for employees, sponsors and press
1992, April, Disneyland Paris Opens for the first time. Only 25,000 people went due to strike on the railways and the expectations that it would be overcrowded.
1993, A new Indian Jones ride opens.
1994, Company is Financial unstable, and close to declaring bankruptcy.
1995, Disney invested $750 million in a revamp.
1995, May, Space Mountain ride opens, Elton John, Claudia Schiffer and Buzz Aldrin.
1995, First recorded profit of 3.5 million, and an 21% increase in attendance
2005, Became number one tourist destination for Europe out selling Louve and Eiffel Tower.
2006, New advertising campaign, " Believe in your dreams,"
2012, DIsneyland Paris had generated 55,000 jobs and 37 Billion euros in tourist related revenues
Disneyland Paris is an entertainment resort in Marne-le-Vallee, Paris. It includes two theme parks, seven hotels, a golf course, a railway station and a shopping, dining, and entertainment complex. Its is France and Europe's most visited themed attraction. The top attractions are Its a Small World, Space Mountains: Mission 2, Big Thunder Mountain, Pirates of the Caribbean, and Buzz Lightyear Laser Blast.
Its a Small World is a musical tour of the world with multicultural world who sing the song, "Its a Small World". It is Disneyland's most famous ride and a family oriented attraction at the parkSpace Mountain: Mission 2 is a roller coaster like ride that “will blast you on a warp-speed ride into the unknown. Feel the g-force as you dodge screaming meteorites and black holes - and then go back and do it all again!”
Big Thunder Mountain, with the theme of the ride is the old frontier. Visitors ride a runaway train through the man-made sierras of Big Thunder Mountain. Pirates of the Caribbean, is a ride where the visitor is taken through a series of secret caverns as they observe the pirate life. Buzz Lightyear Laser Blast is inspired by the Disney/Pixar movie Toy Story 2. In this attraction the visitor sits in a star cruiser and shoots laser beams at targets. The Spinning Teacups are one of Disneyland's most famous rides and is suitable for a all ages
Disneyland Paris has a number of event and experiences though out the year. Using the the Disneyland castle as a backdrop there is a light show of colours, lasers, fountains and fireworks. This event has been very popular and incorporates all of the disney characters.
Meeting the Disney Characters are a large part of the experience at Disneyland. Taken from the disney films, visitors can meet real life versions of characters from the films. These characters are often used in parades and shows.
The DisneyLand experience is all about bringing things to life using the stories from Disney films they have managed to involve visitors in the story with rides, parades and shows, the interactivity is important here. Disney is famous for never breaking character and the behind the scenes being carefully hidden. Also there is great deal of adventure using different lands and the idea of hunting down rides and events keep visitor excited and interested. The use of maps, lands, roads and winding paths adds to this adventure aesthetic and and could be useful when we design instore consumer paths.
- Harriet
Adventure, Make-believe, Fun.
1988, Construction begins on Disneyland Paris, with a budget of $2.3 billion.
1989, Walt Disney and group of architects designed American themed hotels each depicted a region of the United States.
1991, Disneyland set up its own Disney University to train its employees, over 24,000 people had applied.
1992, March, Disneyland opens for employees, sponsors and press
1992, April, Disneyland Paris Opens for the first time. Only 25,000 people went due to strike on the railways and the expectations that it would be overcrowded.
1993, A new Indian Jones ride opens.
1994, Company is Financial unstable, and close to declaring bankruptcy.
1995, Disney invested $750 million in a revamp.
1995, May, Space Mountain ride opens, Elton John, Claudia Schiffer and Buzz Aldrin.
1995, First recorded profit of 3.5 million, and an 21% increase in attendance
2005, Became number one tourist destination for Europe out selling Louve and Eiffel Tower.
2006, New advertising campaign, " Believe in your dreams,"
2012, DIsneyland Paris had generated 55,000 jobs and 37 Billion euros in tourist related revenues
Disneyland Paris is an entertainment resort in Marne-le-Vallee, Paris. It includes two theme parks, seven hotels, a golf course, a railway station and a shopping, dining, and entertainment complex. Its is France and Europe's most visited themed attraction. The top attractions are Its a Small World, Space Mountains: Mission 2, Big Thunder Mountain, Pirates of the Caribbean, and Buzz Lightyear Laser Blast.
Its a Small World is a musical tour of the world with multicultural world who sing the song, "Its a Small World". It is Disneyland's most famous ride and a family oriented attraction at the parkSpace Mountain: Mission 2 is a roller coaster like ride that “will blast you on a warp-speed ride into the unknown. Feel the g-force as you dodge screaming meteorites and black holes - and then go back and do it all again!”
Big Thunder Mountain, with the theme of the ride is the old frontier. Visitors ride a runaway train through the man-made sierras of Big Thunder Mountain. Pirates of the Caribbean, is a ride where the visitor is taken through a series of secret caverns as they observe the pirate life. Buzz Lightyear Laser Blast is inspired by the Disney/Pixar movie Toy Story 2. In this attraction the visitor sits in a star cruiser and shoots laser beams at targets. The Spinning Teacups are one of Disneyland's most famous rides and is suitable for a all ages
Disneyland Paris has a number of event and experiences though out the year. Using the the Disneyland castle as a backdrop there is a light show of colours, lasers, fountains and fireworks. This event has been very popular and incorporates all of the disney characters.
Meeting the Disney Characters are a large part of the experience at Disneyland. Taken from the disney films, visitors can meet real life versions of characters from the films. These characters are often used in parades and shows.
The DisneyLand experience is all about bringing things to life using the stories from Disney films they have managed to involve visitors in the story with rides, parades and shows, the interactivity is important here. Disney is famous for never breaking character and the behind the scenes being carefully hidden. Also there is great deal of adventure using different lands and the idea of hunting down rides and events keep visitor excited and interested. The use of maps, lands, roads and winding paths adds to this adventure aesthetic and and could be useful when we design instore consumer paths.
- Harriet
RECENT CORNETTO CAMPAIGN - CORNETTO LICK CHALLENGE!
http://www.youtube.com/watch?feature=player_embedded&v=AdaZpGS1HhA
http://www.youtube.com/watch?feature=player_embedded&v=6xyrFPrnxKI
http://www.youtube.com/watch?feature=player_embedded&v=vPBpPmYGn7I
http://www.digitalbuzzblog.com/the-cornetto-lick-challenge/
- EMMA JENNINGS
'What Flavour are you?' Spot Interview Photographs!
APPENDIX – WHAT FLAVOUR ARE YOU? SPOT INTERVIEWS
Date: Saturday 4th May 2013, 2:00pm – 4:00pm
Location: Market Square, Nottingham
Interviewer(s): Emma Jennings, Eileen Pegg, Kaylea Blindell,
Nicole Garsin
Participants: Jessica Crewe (JC), Kaylea Blindell (KB),
George Scott (GS), Jack Stevens (JS), Joe Barnatt (JB)
Interviewer: Hi! May I ask you a few quick questions?
JC: Sure! What do you want to know?
Interviewer: Could you fill out on this chalk board what
flavour of ice cream is your favourite, and also one word to describe you?
JC: Okay!
Interviewer: Would you mind wearing these sunglasses too and
if we take a picture?
JC: Haha yeah alright then
Interviewer: Why did you pick chocolate?
JC: It tastes the best!
Interviewer: Any chance you can tell us your favourite ice
cream flavour, one word to describe you and mind if we take a picture?
GS: No problem, mines vanilla!
Interviewer: Is it alright if you spell it on this chalk
board?
GS: Yeah sure, how do you spell vanilla?
Interviewer: v a n i l l a
GS: Thanks!
Interviewer: Kaylea do you wanna do one?
KB: Yeah go on then!
Interviewer: Yay thanks, I’d probs say chocolate was my
favourite too!
KB: Haha this is embarrassing
Interviewer: Is it alright if I stop you for a moment and
ask you something?
JS: Err yeah I guess
Interviewer: Can you tell me what flavour ice cream is your
favourite?
JS: Yeah it’s strawberry
Interviewer: And one word to describe you?
JS: Haha I guess I’ll say funky
Interviewer: Haha nice word! Mind if you pose for a picture
with the chalk board?
JS: Yeah go on then!
Interviewer: Thanks!
Interviewer: Hey! How are you doing? Any chance you wanna do
us a favour and write what your favourite ice cream flavour is on this chalk
board?
JB: Yeah go on then! Mines Mini Chocolate, love that stuff
Interviewer: Haha what word describes you?
JB: I guess I’ll go with goosey loosey! Loads of people call
me that
Interviewer: Haha cheers! Hang on pose for a photo too!
- EMMA JENNINGS
- EMMA JENNINGS
Case study - picture booths in supermarket stores: Coke & Tesco
-Nicole Garsin
Diet Coke 30th birthday Tesco photo booth tour
The complimentary photo experience will invite consumers to strike their best pose before forming part of a larger Diet Coke Mosaic on the Facebook page. The online celebrations will also see a dedicated Diet Coke page on Tesco.com for further sparkling photo uploads and the chance to star on Tesco packaging.
The photo booth will be visiting 10 key Tesco stores nationwide between now and April 21st. Taking inspiration from the Marc Jacobs for Diet Coke photo booth and three-decade films revealed earlier this year, the booth will feature backdrops bringing to life Jacobs’ 1980s bows, 1990s swallows and 2000s polka dots designs. Everyone who visits will also receive a print out, while selected images will join the 30th birthday Mosaic on the brand’s Facebook page.
For those unable to get to a Tesco store, there will be further activity to engage customers through a Diet Coke page hosted on the Tesco website. This will give everyone the chance to upload their favourite shot to become part of the recently launched 30th anniversary Mosaic hosted on the Diet Coke Facebook page.
The brand is also inviting fans to submit their most sparkling photos to share with fans across the world by using #dietcoke30 across Facebook, Twitter and Instagram.
All of the images will then be gathered together to form three intricate Mosaics of the hunk from the Gardener TVC and give fans the chance to zoom in to see themselves and their friends.
Tesco shoppers will be invited to upload their photos on Tesco.com and giving them the chance to star on Diet Coke 24-packs which will be available exclusively in Tesco stores.
Zoe Howorth, marketing director for Coca-Cola Great Britai, says: “This is a great opportunity for Diet Coke fans to get involved in the brand’s 30th birthday celebrations. The online Mosaic engages with our key target audience who love taking and sharing photos with their friends. The photo booth will also help spread some further sparkle to consumers across Tesco stores as they take a memento home with them.”
David Wood, UK marketing director for Tesco, comments: “Our customers love to engage in theatre both in-store and on-line. So we are delighted to partner with Diet Coke on this unique customer opportunity. Mosaic's in-store photo booths will certainly add some fun to the shopping trip and we look forward to seeing Tesco customers starring on the special 30 year celebration packs of Diet Coke later in the year.
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