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.
Team Cornetto: Emma Jennings, Kaylea Blindell, Nicole Garsin, Katie Ford, Harriet Kennedy
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
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