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