Live client: Unilever (Cornetto)
Role: Design, Marketing and Branding
Brief: You will work with the brand Cornetto to design a consumer experience for Gen Z and Millennials which will focus on soft serve and be something that is repeatable and valued by the customer.
You will decide whether this will focus on soft ice cream machines in corner shops/convenience stores or on a pre-packed ice cream product in a regular ice cream cabinet.
You will use your understanding of societal and cultural trends and future developments in food, lifestyle and fashion, multi-sensorial research, technology, customisation and sustainability in order to inform your ideas. Your outcomes will be appropriate to the brief and may include a redesign of a renovated soft ice cream machine, rebranding, film, digital, creating a social currency, moving image, event, packaging and space. You will also be required to produce a communication and launch strategy as part of the project.
Below are some of the key slides from our pitch presentation to the live client.
The brief
FCP process
First research pillar
Second research pillar
Third research pillar
The Big Idea
The 'family orientated' consumer
The 'student traveller' consumer
Consumer insights
The Creative Concept
Campaign guidelines
Communication plan - timeline
Rebranded Cornetto website
Rebranded Cornetto Instagram
Cornetto Insiemi campaign posters
Cornetto Insiemi campaign posters
Cornetto Insiemi competition
Cornetto Insiemi competition
Limited edition campaign flavours
Cornetto Insiemi pop-up store
Cornetto Insiemi pop-up store floorplan
Cornetto Insiemi coupon
Cornetto soft serve ice cream machine in a corner shop
Reflection
The past few months have brought many challenges and uncertainty due to the global pandemic of coronavirus. Despite being separated many miles away from each other, my team and I managed to work extremely well together, given the unique circumstances. We are all incredibly proud of what we have achieved and produced - and still being able to pitch our idea to Unilever, even though it wasn't in person at their head offices.
