The new brand design addresses key issues related to the global reach of the brand. It takes into account language differences, the variable printing capabilities of countries, and most importantly brand recognition.
A slightly suggestive strap-line, ‘Enjoy the ride, love the ending’, aimed at a more youthful audience, supports much of the design.
Classic multipacks have also been given a makeover, with some regional differences introduced without undermining the ‘family’ look, to reflect local market tastes.
The redesign is carried across the premium Enigma range. As part of the range review, Mix-Mini packs have been introduced to encourage the concept of sharing.
“Carter Wong always employ a great deal of craftsmanship and art in what they do, which is at the very heart of Unilever’s marketing strategy, ‘Crafting Brands for Life’,” said Alberto Di Leo, global vice president ice cream Cornetto & Kids. “With the new Cornetto logo, they have created something truly magical and unique.”
“Cornetto is the biggest filled cone brand, worth over £45m and we aim to grow the brand by targeting fun-loving teens who will be attracted to Cornetto’s carefree and light-hearted personality,” said Brigitta Holland, brand manager for Cornetto at Unilever UK. “We’ve revamped the entire Cornetto range specifically for this target audience and anticipate it will drive excitement into the OOH and IH market by appealing to teens everywhere.
“Demand for ice cream snacking products continues to grow and we’re capitalising on this by repositioning Cornetto to highlight the brand’s relevance to a new, younger audience.”
© FoodBev Media Ltd 2024