Calypso has been continuously present on the Polish market since 1959. This is both an advantage and a disadvantage. Older groups of consumers sympathize with the company and know the brand well, which at the same time is an obstacle in reaching younger consumers. We faced the difficult challenge of creating marketing communication and strategies that would arouse interest in the brand in all age groups.
In 2016, we designed a package of Calypso vanilla ice cream and conducted a marketing campaign introducing the new product to the local market. The strategy was based on the brand's main asset - its long presence in the industry. We referred to the consumer sentiment towards Calypso. The product promotion was accompanied by the slogan "bring back the taste of childhood". The traditional recipe of the product is based on high-quality ingredients and real cream, which gives the ice cream its unique taste and a velvety, creamy texture. These elements refer to the classics, i.e. delicious, natural ice cream. This approach made us focus on positive memories of consumers and liking for the product.
In the 60's, 70's and 80's retro-refrigerators were an unofficial symbol of the Calypso brand. They often appeared in photographs of Gdańsk from that period. This inspired us to design a cartoon man with a mustache pushing the iconic Calypso ice cream cart. You can find this character on the product packaging and in many promotional materials, including advertising banners in suburban carriages. In the summer of 2016 and 2017, we also organized tastings in the Pomeranian region. With our help, the company started using online communication tools and social media, which resulted in a huge increase in brand awareness.