UPDATED - Ice cream - cure for the blues during recession?

After talking with a fellow colleague Christopher Lovell, there were a few developments that where taken into account. For instance, considering Hertbrand is an umbrella brand for a number of various sub-brands, could we not create innovation to roll out across ALL the sub-brands? Is there a way to boost sales during the summer months (or even when it snows?). Could a dying brand be rejuvenated somehow? (similar to Cadbury's successful Wispa campaign).

These considerations will be developed - watch this space.

Original post:

 

Probably not, but then again, this is only an early stage strategy idea for Unilever's oddly-named ice cream company, 'Heartbrand'. I'll be considering how to develop this deck further over the coming weeks - I'm sure there's an insight in here somewhere waiting to be scooped out (see what I did there?), refined and exploited.

 

 

 

What's already going down in the world of ice cream...

 

Monday Morning Eyeball Candy

After rummaging around on my computer this weekend I discovered a body of work I'd done during my branding days at Moving Brands that I'd completely forgotten about. Presenting for your ocular enjoyment. Don't forget to vote for my Chip Shop 2012 entries!

Chip Shops 2012!

So I’ve entered the Chip Shop Awards 2012. I’ve never entered something like this before so seeing how I go, hopefully I’ve done something to make your weekend – I’m counting on your votes and would love you to spread the word!

Best Ambient Media

http://www.chipshopawards.com/entries/4037/nose-running-like-a/

 

Best use of Bad Taste

http://www.chipshopawards.com/entries/4036/too-hot-for-the-tube/

Best Remake of an Existing Advert

http://www.chipshopawards.com/entries/4035/maxell-meet-dyson/

Trends and Insights .5

As the week wears on, why not treat yourself to some hot McDonald's fries in the comfort of your own home? I'm surprised a product like this hasn't already launched, although McD's may have their reasons. I understand that part of the McD's experience is the ambiance of the restaurant and the act of getting out of the house. But as more and more consumers cut back, could this be a cost effective way of getting McD's into the home? This then opens up opportunities for product bundling and 3rd party involvement.

Speaking of snacking, why not help the environment as well as creating shelf standout for your brand? Doritos could capitalize on the unique shape of their snack (before someone else does) and produce a triangular packaging concept. Less packaging, more standout, everybody wins. 

One insight you may have noticed in pubs usually follows the purchase of a bag of crisps. At a group table, the bag is usually ripped down the middle to open it up for sharing. Is there room for development here?

Trends and Insights .4

As brands seek to live in a multitude of spaces and places, it seems like digital is hogging all the limelight. Why not explore more analogue space? Brands like Monocle have done this very well, by incorporating the values of the brand into various spaces that compliment their current consumer base (as well as attracting new ones). In this case, the magazine brand has curated its own cafe in Japan, and launched it's own radio station, complete with a dedicated radio. Could other publications follow suit? Can, say, the FT be welcomed into a kitchen environment?

This was visualized a while ago whilst a student at Bucks but still relevant today after the Christmas stabbing in Oxford Circus. Statistically the most common weapon in youth stabbing incidents is a kitchen knife, easily accessible (it is folly to try and stop kids getting hold of one). Can we make knife redundant as a weapon? Can we turn the knife into a 'snitch' with a GPS traceable RFID chip inside the blade? Can we prevent the knife from ever leaving the house? That way, the knife is seen as the last thing to use in a potentially violent situation. 

Families could be given the new 'smart' knives for free as a swap for their old ones. Such initiatives are already out there to create a 'stab safe' knife, but unfortunately youths have now taken to carrying tools and screwdrivers around with them to reach the same end. 

Is there a way of addressing this? Discuss...

Trends and Insights .3

It's one thing to be told something, it's another to interact with something...

“Tell me and I'll forget; show me and I may remember; involve me and I'll understand.” 

Through involvement, a solid base of learning is created and fostered. DLKW's campaign to identify the signs of a stroke was visually very stimulating, but I've already forgotten the symptoms. How about a physical artifact to inspire the mind? There's also the added benefit of teaching the young in a medium they'll understand so that they can act if their grandparent ever has a stroke.

On a more random note...everyone likes a red Super Mario bowler hat!

Trends and Insights .2

A few ideas to start your week.

We all know the benefits of regular deodorant use, although the market sector is massively saturated. One line extension that's captured the imagination recently is the Lynx/Axe Deo for women (a first for the brand I believe). How can we add additional rational value to a traditional body spray? Can we enrich it with extra properties never before seen? Maybe...

Brands can capitalise on seemingly insignificant consumer activity. Such as the prominent trend of 'war-painting' that we all saw last year at festivals. Nothing is too small for a brand to accommodate, as long as it adds value for both parties. It's the little things that matter.

Trends and Insights .1

Over the next few days I'll be posting ideas dreamed up. Some ideas have potential, some seem incomplete but can always be improved on. We'll start with a kind of obvious, but still interesting one. This trend seems to be taking off (see what I did there?) in the USA at the moment. Did you know that UK police force helicopter pilots are contracted, and so do not have the power to arrest perpetrators? Can we think of a faster, more mobile and cheaper option? During this time of increased austerity, I expect this trend to become ever more prevalent, and more desirable for national governments seeking to cut costs, whether we like it or not.

People still dismiss using drones under the grounds of privacy invasion. But at the end of the day, both civilian drones and police helicopters are the same thing - people looking at people from the air. It all depends on the integrity of the pilot, whether they're on the ground or not. Technology is merely a facilitator.

As wallets tighten, another trend that may prove big in 2012 is hypertargeting. If a brand isn't somewhere, it's nowhere. Take a brand to the people.

2012...a year of great British design?

Let's bloody hope so!