ABSTRACT
The brand aims to refresh its image, and is going to roll out a revamped packaging, communications strategy, and in-store experience across its more than 800 ice cream shops worldwide. The brand has also decided to completely revamp the way ice cream is sold, swapping the generic tubs for containers designed to look like giant ice cream pints. From reimagining the logo to streamlining the interiors of its ice cream shops, all aspects of the new brand are designed to chime with an Instagram-friendly millennial aesthetic. Recognising that with any repositioning there’s a risk, Jennifer Jorgensen says the team understood there was a possibility of alienating its existing consumers, but the brand had to make a move regardless. Jorgensen describes the adverts as “iconic” creative that set the standard for luxury at the time and pushed the boundaries by being brave.
