New Ferrero ice creams. The Italian confectionery transforms its iconic pralines into stick ice creams and refreshes the summer with Estathé Ice
New Ferrero ice creams. After the success of Nutella biscuits, Ferrero creatives are at it again with a new plan already smelling like like victory: packaged ice creams. Kinder ice creams were the first experiment, so this will follow the route.
Background for the launch of new frozen products
All the gluttons in the world know that during the summer Ferrero chocolates such as Rocher, Raffaello, Mon Chéri, disappear from the market because high temperatures ruin chocolate and prevent its correct storage. This year, however, things are changing: your favorite pralines transform into delicious sticks. It starts with two variants of Classic and Dark Rocher which respectively contain milk and dark chocolate. Raffaello joins the duo with coconut, a very summery taste. Ferrero’s best seller instead, Estathé, turns into a refreshing popsicle. There are two interesting facts: on the one hand the packaged ice cream sector is worth 2 billion euros a year in Italy alone; on the other hand the sale of ice cream has recorded a dizzying increase during the 2020 lockdown, positioning itself as a comfort food for Italians.
The launch plan for the new Ferrero ice creams
Having said this, let’s move on to the Ferrero marketing plan. A team of creatives from the Asti-based company has armed itself with deckchairs, umbrellas and beach furnishings to deliver the new products to 35 selected journalists for their sneak review. The news around the ice cream-pralines began to pop up everywhere online, creating an unprecedented effect of anticipation. Finally the countdown is over: by May all the large-scale retail chains will sell the delicious Ferrero ice creams. Also, the company openly said that this is a pilot project aimed at expanding the offer to include up to 25 varieties of ice cream tubs, cones and sticks.
The choice of packaging
With such an extensive preparation, packaging is obviously pivotal. The seal end boxes, essential to better protect the delicate content, have a very precise style. The Ferrero Rocher packaging recalls the classic wrapping thanks to a gold embellishment conveying a sense of elegance. Noteworthy is the use of a red band icon to underline the novelty. The wise use of colors Identifies the main ingredients: white for the coconut, dark brown for the fondant, yellow for the lemon-flavored Estathé Ice and orange for the peach version.
Each packaging has its positioning
In addition to Ferrero, we would like to present a roundup of examples targeted specifically to their audience. Let’s start with a tuck end box with flaps to glue containing mini biscuit ice creams. The graphics has a pop taste thanks to the pink background associated with the enticing image of a woman. With iced lips and nails, she is about to bite the delicious stuffed shortbread.
Let’s proceed with a top box with handle containing small cream snacks. Easily portable, the top case with a handle features some vintage summer graphics. The message is particularly centered around the younger audience as the packaging is festive and colorful.
But there is also an interesting healthy twist emerging in this sector. Notable are these protein-rich ice cream sticks. The graphics consists of glossy photography, embellishments and nutritional data.
These ice cream bars by Sammontana instead position themselves more as dietary food than a supplement. In this case we can say “Content is King” as the packaging is completely dominated by the text in brown on a yellow background, which usually stands for authenticity.
Let’s wrap this up with vegan ice cream rich in vitamins. A slim purple box highlighting vitamin intake and ingredients does the trick.
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