Agency: | Author: Not credited |
Rowntrees Fruit Pastil-Lolly: Staying cool in kids ice cream
The task
Nestle Lyons Maid wanted to take their confectionery brand Rowntrees Fruit Pastilles into the Kids Ice Cream Market as Rowntrees Fruit Pastil-Lolly (FPL). Sounds simple. But we were faced with an uphill task on two levels: our target audience and the product itself. Firstly, the target audience: the new brands volume targets were such that we could not go down the tried and tested route of launching to either young kids (4-6) or older kids (10-12). It had to be all kids....