BRAND: Jolly Humor Ice Cream
ASSIGNMENT: Develop campaign to update image of Jolly Humor Ice Cream.
BACKGROUND INFORMATION:

Jolly Humor Ice Cream makes nearly 1/3 of the ice cream on the market. The brand would like to reposition itself and update its image.

According to the U.S. Department of Agriculture's Dairy Facts 2003 report, in 2002 U.S. consumers shelled out $12.5 billion on frozen dessert purchases away from home, and 8.1 billion was spent for “at home” consumption. These numbers indicate that economic issues and the trend for healthier eating do not significantly impact the desire for consumers to treat themselves.

Through 2/03, the top flavors in terms of share in the US of supermarket sales were vanilla (33%), chocolate (19%), nut/caramel flavors (7%), neapolitan (5%) and strawberry (4%) (NPD Group’s National Eating Trends Serviceds/USA Today). Therefore, although Jolly Humor offers over 100 flavors, trends indicate that these flavors should not be the focus of our strategy. This is a functional benefit. In addition, we do know that people respond with emotions, not reasoning. People will react to a message in an emotional manner within 3 seconds.

PROPOSAL: In order to increase sales of Jolly Humor Ice Cream among a broad target audience, we need to engage the consumer. We need to get the consumer to not only want our product, but absolutely love it. In order to do this, we need to make Jolly Humor irresistible to our target. The customer who experiences our product (either through advertising, or purchase) needs to have the reaction of wanting to experience it again, and wanting to tell everyone about their experience.

The emotional benefits are the ultimate reward the consumer feels for choosing our product. Our product imparts different feelings to different segments of our audience. Our product is fun, fresh, rich, exciting and COOL.

When I buy Jolly Humor I feel:

Adults: Indulgent, hip
Kids: Lucky, happy
Teens: Cool, hip

One size does not fit all, but we must deliver within consistent framework.

Jolly Humor

What flavor are you!

Overarching Imagery: Color and vivid imagery of ice cream that makes you want to eat it and appeals to the emotional needs. Colors vary by segment. More subdued for adults who want to relax and escape their everyday troubles, brighter colors to appeal to younger consumers to generate excitement.

Specific concepts will be developed against these ideas.

Create buzz through colorful ice cream cone emoticons that can be downloaded.