Indiscretion™ Ice Cream
Problem
How does a regional bulk ice cream producer expand its customer base into high margin products? By coming up with a super premium product that is very focused on the primary food lover — women, and launching it in a way that gets to the emotional core.
Through research, we discovered women, in particular, tend to have more “indiscretions” with their ice cream eating habits. Among their rituals or indiscretions: sneaking extra servings, eating ice cream in bed, keeping a secret stash in the freezer or eating ice cream as a meal.
Solution
We created Indiscretion™, a new luscious super premium ice cream, to satisfy America’s favorite food indulgence. With flavors like Spellbound, Hidden Riches, After Dark, Sweet Revenge, Pure Surrender, and Midnight Rendezvous, Indiscretion™ is all about passion and pleasure.
Packaged in rich purple pint containers, the new line of Indiscretion™, the product was launched on Valentine’s Day. The launch of Indiscretion™ Luscious Ice Cream™ kicked off with an advertising and publicity campaign. It included billboards, radio spots and transit advertising, supported by in-store promotions and an engaging website.
Result
Indiscretion™ is considered the most successful new product launch to date for the ice cream producer. Indiscretion brought an array of new flavors and ice cream sensory experiences that captured the hearts and pocketbooks of new customers.
