Melt n Mellow
Melt n Mellow
Melt n Mellow
FOOD & BEVERAGES
PREMIUMISATION
2024
Context
A regional ice cream and frozen dessert brand with strong local distribution was losing cultural relevance in an increasingly design-conscious market.
A regional ice cream and frozen dessert brand with strong local distribution was losing cultural relevance in an increasingly design-conscious market.
A regional ice cream and frozen dessert brand with strong local distribution was losing cultural relevance in an increasingly design-conscious market.
Challenge
Challenge
The brand’s existing identity and packaging felt functional and dated in comparison to emerging competitors. Consumers had moved on from flavours as their decision-making factor, and now wanted an experience over and above the flavour itself. The challenge lay in transforming the brand from a reliable neighbourhood brand to an aspriational, PAN India delicacy.
The brand’s existing identity and packaging felt functional and dated in comparison to emerging competitors. Consumers had moved on from flavours as their decision-making factor, and now wanted an experience over and above the flavour itself. The challenge lay in transforming the brand from a reliable neighbourhood brand to an aspriational, PAN India delicacy.
Insights
Insights
While the category leaned heavily into taste amplification, the deeper consumer shift was not just toward aesthetically pleasing ice cream, but toward more immersive experiences. Rather than competing in the realm of taste storytelling, the brand decided to own a broader imaginative universe.
While the category leaned heavily into taste amplification, the deeper consumer shift was not just toward aesthetically pleasing ice cream, but toward more immersive experiences. Rather than competing in the realm of taste storytelling, the brand decided to own a broader imaginative universe.
Strategic Output
Strategic Output
The brand was positioned as a premium RTD experience rather than a low-sugar juice alternative. Low sugar was integrated as an enabler of indulgence rather than the main USP.
Focusing on the digital and physical experience, namely the wbesite and packaging, the strategy created a layer of exclusivity for the brand.
The brand was positioned as a premium RTD experience rather than a low-sugar juice alternative. Low sugar was integrated as an enabler of indulgence rather than the main USP.
Focusing on the digital and physical experience, namely the wbesite and packaging, the strategy created a layer of exclusivity for the brand.
