Alpenliebe
ice-cream Lollipop
new flavors launch
Presentation
双享棒新口味上市
创意提案 AgendaThe Brief
The Strategy
The CreativeThe BriefBackgroundTo restore the growth back to a good momentum, Alpenliebe lollipop decides to capitalize its value-added line – Ice cream lollipop – via introducing the brand new snaked related flavors and marketing to re-shape the lollipop category
Business ObjectivesBuild the 2nd pillar of Alpenliebe lollipop portfolio – ice cream lollipop
Grow the value share by building RMB1.0 price point
Grow the consumer base by offering the snack flavored lollipopCommunication ObjectivesContinuously build the awareness of
Alpenliebe Ice Cream Lollipop
and encourage trialThe StrategyChallenges
Consumers don’t know
what’s special about the 3 new flavorsConsumerBrandCompetitorConsumereXploring We talked with kids aged 6-12 y.o., their parents, and their teachers.“圣诞节比春节有意思多了，可以收到圣诞老人的礼物，很惊喜。”
“我正在偷偷构想一个英语故事，准备让周围的同学对我刮目相看。”
“他喜欢搭乐高，我就会把乐高当成奖励送给他。”
“我最爱画漫画和看漫画书。”
“脉动广告里那个人会倒下来很有意思，看完就想买那个饮料喝。”
“小朋友都相信有圣诞老人的!”
They are partially living in their world of imagination“最喜欢走进乐高玩具世界或者迪斯尼乐园。”
-Mrs Feng , 38 y.o.,
primary school headmaster -Angela, F, 8 y.o.-Zhouzhou, M, 7 y.o.-Sandy, Mom, 32 y.o.,
Admin manager
-Duoduo, 6 y.o., kindergarten student-Jie Jie, M, 11 y.o.-Tom, M, 7 y.o.When imagine flavors…They will associate different flavor and sensory experience with different products, moments, and scenariosDifferent flavor inspires different imaginationSnacked Flavor vs. Lollipop FlavorBrandBrandAlpenliebe Ice Cream Lollipop is launching 3 new flavors –
Double chocolate flavor
Cookies & ice cream flavor
Triple chocolate flavor
The snacked flavors
are not just another 3 new lollipop flavors,
but cross category innovation.CompetitorCompetitors’ workTasty and interesting
好吃 好玩Dream true taste
梦享真滋味Life less serious
自在滋味珍宝珠
Taste, fun, and relax
of a lollipopThe Idea
ConsumerBrandCompetitorDifferent flavor inspires different imaginationThe snacked flavors are
cross category innovationSnacked flavors indulge your
imagination beyond a lollipop
跨界口味. 非糖想象Taste, fun and Relax
of a lollipopThe Creative
