The Every Drop Counts Cone|短视频|广告营销案例【ADGuider广告指南】

每一滴都有圆锥体

案例简介：执行为了执行，我们改变了圆锥体的经典设计。我们使用相同的可食用材料，创造了一种排水沟，重新整合因融化而丢失的每一滴冰淇淋。水滴通过小孔滑回圆锥体。从符合人体工程学的角度来说，我们保持了主要的接触点，也就是说，客户可以像往常一样保持锥体。蛋卷的面团和经典的一样: 蛋白、盐、冰糖、香草、小麦粉和黄油。所有的开发都是在一位女士的支持下完成的，他仔细分析了冰淇淋的粘度和融化轨迹。大约产生了 1,500 个特殊的视锥细胞。活动描述我们没有做运动，也没有提供免费样品。我们也没有提供折扣。我们的想法是用创新来解决这个问题。不完全是冰淇淋本身，而是它的消费方式。？我们开发了一种特殊的冰淇淋蛋卷，从顶部开始，一直延伸到中部，将美味的 Dri 博士冰淇淋重新注入蛋卷。因此，客户手中不会浪费任何一滴 Dri Dri 冰淇淋。概要巴西的冰淇淋市场非常活跃。全球冰棒品牌和冰淇淋手推车也开始在超市和面包店表现良好。有成熟的冰淇淋店和几个意大利冰淇淋品牌最近进入市场，有更多的优质选择。除此之外，还有墨西哥帕莱塔现象。有这么多细分市场和品牌，很难在这个类别中产生任何影响。 dri Dri 冰淇淋店想在这个宇宙中脱颖而出，突出其冰淇淋的独特品质。但是仅仅说 Dri Dri 冰淇淋很棒是没有意义的，因为人们只能通过尝试来发现味道。因此，我们的挑战是吸引新消费者到商店品尝美味的 Dri Dri 冰淇淋口味。结果通过这种 “包装” 创新，我们向该品牌的客户强调了 Dri Dri 对其冰淇淋质量的担忧: 在产品和消费者体验方面。毕竟，这是唯一一个担心不浪费这种护理生产的品牌。但最主要的是反响和新消费者的兴趣，他们因为新奇而尝试 Dri Dri 冰淇淋。我们立即增加了商店的营业额，因为许多好奇的路人决定购买他们的冰淇淋，以了解更多关于这种特殊蛋卷的信息: 商店客流量增加 30%，销售额增长 23%。战略我们的策略是吸引消费者，让他们通过产品创新尝试 Dri Dri 冰淇淋。为此，我们确定了消费过程中的一个问题，这个问题发生在每一种冰淇淋上，无论是哪一个细分市场还是哪个品牌: 每一种冰淇淋都会融化。人们因为冰淇淋的融化而感到沮丧。除了混乱，这是浪费。因此，为了解决这个品牌的问题并进行试验，我们解决了人们面临的一个主要问题: 冰淇淋融化。一个非常常见的消费问题的创新设计解决方案。？

每一滴都有圆锥体

案例简介：Execution For the execution, we changed the classic design of the cone. We used the same edible material and created a sort of gutter that reincorporates every drop of ice cream lost because of the melting. The drops slide back into the cone through tiny holes. Ergonomically speaking, we maintained the main contact points, that is, the client can hold the cone as usual. The dough of the cone is the same of the classic ones: egg whites, salt, iced sugar, vanilla, wheat flour, and butter. All the development was done with the support of a maître pâtissier, who carefully analyzed both the ice cream’s viscosity and its melting trajectory. Around 1,500 special cones were produced. CampaignDescription We didn’t do a campaign, nor offered free samples. We also didn’t offer discounts. Our idea was to solve the issue with an innovation. Not exactly in the ice cream itself, but in the way it is consumed.?We developed a special ice cream cone with gutters that start at the top and go down to the mid-section, re-injecting the tasty Dr Dri ice cream back into the cone. Thus, no drop of the Dri Dri ice cream is wasted on the hands of the clients. Synopsis The ice cream market in Brazil is very dynamic. There are both global popsicle brands and ice cream carts that have been started performing well in supermarkets and bakeries too. There are established ice cream parlors and several Italian gelato brands have recently entered the market with more premium options. Besides that, there’s been the Mexican paleta phenomenon. With so many segments and brands, it’s extremely hard to create any kind of impact in the category.Dri Dri ice cream shop wanted to stand out within this universe and highlight the singular quality of its ice cream. But there was no point in just saying that Dri Dri ice cream is great, as people can only discover the taste by trying it. Therefore, our challenge was to attract to the store new consumers to try the delicious Dri Dri ice cream flavors. Outcome With this ‘packaging’ innovation, we reinforced to the brand’s clients how concerned Dri Dri is about the quality of its ice cream: in the product and consumer experience. After all, it is the only brand concerned about not wasting what was produced with such care. But the main thing was the repercussion and the interest from new consumers who tried Dri Dri ice creams on account of the novelty. We immediately increased the turnover in the stores, as many curious passers-by decided to buy their ice cream to find out more about this special cone: 30% more foot traffic in stores and a 23% increase in sales. Strategy Our strategy was to attract the consumers and have them try the Dri Dri ice creams through a product innovation. To do so, we identified a issue in the consumption process that happens to each and every ice cream, regardless of the segment or brand: every ice cream melts. People feel frustrated because of the melting of the ice cream. Besides the mess, it’s a waste. So, to solve this brand’s problem and to generate trial, we solved a major problem people have: ice cream melting. An innovative design solution for a very common consumption problem.?