During the summers of 2016 and 2017, we organised numerous tasting events for one of our long- term clients, Lodmor, sellers of the Calypso ice cream brand.
Calypso is a local brand with a strong position in the region. Though locally it had been relatively easy to purchase their products, outside of northern Poland it was not that accessible. We had to take that into account while planning marketing activities for the upcoming summer in order to reach all types of consumers. The tight budget was another obstacle. We had to plan the work very carefully.
We based the message on the sentiment older consumers have towards Calypso. The slogan ‘bring back the flavour of your childhood’ accompanies the message related to the promotion of the product. Back in the 1960s, ’70s and ’80s, the unofficial symbol of the Calypso brand were the retro-looking ice cream carts. We came up with the design of an elderly cartoon man with a moustache pushing the classic Calypso ice cream cart. You can find this character on the product packaging and in many promotional materials, including on banner ads in suburban train carriages.
For the tasting events, we had ice cream carts showing up in cities and resorts in Pomerania. They were specially designed to look like the retro carts common in the late 1960s, ’70s and ’80s. This cart design was also featured on the ice cream packaging. The main goal of the events was to create an opportunity for immediate experience for the consumers. In total, we organised several dozen such events. Some of them were accompanied by live music or additional marketing efforts. All events were promoted on Facebook which became the best tool for communication with consumers. Together with our client, we decided to display a mega billboard advertisement in the centre of Gdańsk for two months in the summer. In a tourist city, this allowed us to reach hundreds of thousands of people.
