Calypso ice cream – bring back the flavour of your childhood
Our partnership with Calypso (Lodmor S.A.) has felt like a journey back to our childhood, but it was also a journey through several great projects. Together, we have rebranded Calypso’s best-known ice cream flavour, we released a completely new line of exotic ice cream flavours and a very important line of ice cream desserts made especially for the 60th anniversary of the client. We also introduced the brand to online communication tools and social media.
Calypso has been continuously present on the Polish market since 1959. It’s both an advantage and a drawback. Older consumer groups are sympathetic towards the company and know the brand well, but, in the same way, it’s an obstacle for younger consumers to notice the product and to become fond of it. We faced the difficult task of creating a marketing communication and strategy that would arouse interest in the brand among all age groups.
In 2016, we designed the packaging for Calypso vanilla ice cream and carried out a marketing campaign introducing the new product to the local market. The strategy was based on the core asset of the brand - its long presence in the industry. We referred to the sentiment consumers have towards Calypso. The slogan ‘bring back the flavour of your childhood’ accompanies the promotion of the product. The product’s traditional recipe is based on high-quality ingredients and authentic cream that gives the ice cream its unique flavour and a velvety, creamy texture. These natural elements refer to the idea of old school, pure ice cream. That approach determined our focus on the consumers’ memories and fondness of the product.
Back in the 1960s, ’70s and ’80s, the unofficial symbol of the Calypso brand were the retro-looking ice cream carts. They are often visible in the photographs of Gdańsk taken in that time period. That’s how 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. We also organised tasting events around the Pomeranian region. These took place in the summer of 2016 and 2017. As mentioned above, we introduced the brand to online communication tools and social media, which resulted in an immense growth of the brand’s awareness.
The summer of 2019 has called for early preparation due to the approaching 60th anniversary of the founding of the Calypso brand. To celebrate this, we have designed special packaging for the client’s line of ice cream desserts. The core idea is based on the long presence of the brand on the market. Many people have fond childhood memories of eating Calypso ice cream. That’s why we have decided to focus on ’the people of Calypso’. The narrative is based on authentic people connected with the brand. On the packaging, we have childhood pictures of these people, including the Calypso sales manager, the production manager, a long-term ice cream fan and a man who earned his very first salary selling Calypso ice cream on the beach. This concept reflects the importance the brand exerts on different people. It also touches on corporate social responsibility. Our marketing activities focused on authentic people and their experience with the brand.