Muller Ice Cream Print Adverts

Ice cream market background

Ice cream is one of the most popular desserts in the UK. The competition inside the ice cream market is stiff. The chat blow summarised how these UK leading ice cream brands position themselves.

Three topically type of models:

1. High quality+ High price+ limited flavours

2. Fair quality + medium price + medium choices of flavours

3. Low quality + low price + only one or two flavours

Muller ice cream is going to be :  High quality + medium price + medium choices of  unique flavours


Target audience: ABC1 and C2DE

Age: 16 to 34

Gender: Female

Occupation: students, housewife and full time employees.

 

Attitude:

 

Consumers who would like to try the new products and are looking to enrich their lifestyle using icecream as a pleasurable break from life.

 

Interests/hobbies:

 

Consumer habits have changed with the economic crisis and they are reducing their purchasing frequency. These consumers are more likely to buy the product when it is on offer. (Key note Media centre)

Marketing and Promoting: 

 

Yoghurt and ice cream are usually thought to be in the same category, desserts. To avoid customers simply switching from Muller yoghurt to Muller ice cream, one strategy could be to link the purchases, to make it more attractive to buy both. For example Buy Muller Yogurt and get 1/2 price Muller ice cream, this deal could work both ways. Buy Muller ice cream and get 1/2 price yoghurt's, stealing sales from ice cream competitors.

Purpose of the campaigns:

 

The main purpose of the campaign is to raise awareness that ' Muller Does Icecream'. The four print  adverts aim to highlight this fact, in a bold and memorable way, then re-enforce this over a period of an ice cream selling season . This strategy relies on customer curiosity and also the addition of a tempting discount when a customer buys Muller yoghurt and muller icecream. Because the messege of 'Muller does icecream' requires maximum impact, repetition and a bold simple look. Another aim is to make use of the already existing brand awareness that Muller has, and raise awareness that 'Muller does icecream'. 

 

Location:

Outdoors on bus stops, underground stations and women's magazines, also on our own Muller ice cream vending machines. The special offer which links Yoghurt and ice cream with consist of a voucher on the on packaging of Muller Yoghurt and Muller Ice cream.

Timing:

New print adverts will be put up on the 1st of every month in the Icecream season. May, June, July August. Vouchers will be printed on packaging when required, this will be a flexible way of regulating sales.

The four print adverts will consist of the slogan 'Muller Does Icecream' written large in the distinctive Muller logo typeface  Purely  typographic advertising is on trend, and is also a very affective way of catching attention  and driving home the message. Background will be block Muller red, with simply pure muller font white lettering, distinctively Muller and eye-catching.

May: 1st

Does 

 

Icecream

June 1st

 Muller

Does

Icecream

(nicely)

July 1st

Muller 

Does

Icecream

(very nicely)

August 1st

Muller 

Does 

Icecream

(very well indeed)

The repetition will make the campaign memorable, and the addition of the quirky developing text in brackets adds a sense of fun and interest whist suggesting a positive opinion of the product.

Reference

Key note Media centre. (2013) Consumers Melt for the Occasional Indulgent Ice Cream and Frozen Dessert.[online] Available from: http://www.keynote.co.uk/media-centre/in-the-news/display/consumers-melt-for-the-occasional-indulgent-ice-cream-and-frozen-dessert/?articleId=1000 [Accessed 18th February 2013]

Mintel, 2012. Health and fitness clubs - UK. [Online]Available from: http://academic.mintel.com.atlas.worc.ac.uk/display/590224/?highlight=true [Accessed 15 February 2013].

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