Carte D'Or
- Swedish Product Launch Strategy for Unilever -
June 2015
For Carte d’Or, a Unilever ice cream brand, a new marketing and launch strategy was created to introduce Front of House scooped ice cream in Sweden. We proposed Carte d’Or ice cream to become the natural choice for 'fika' (a special Swedish coffee break) so that sales can be achieved all year round and brand awareness can be increased.
​
LAUNCH STRATEGY - MARKET ANALYSIS - PRODUCT PORTFOLIO MANAGEMENT
​
This 5 minute video summarizes the key analytical insights and the resulting directions that were conceived.
MARKET ANALYSIS
Sweden & ice cream
Sweden is an attractive market for Unilever since the population is wealthy, egalitarian, open to new offerings and among the most ice cream consuming countries in the world. The out-of-home coffee consumption in Sweden is growing and is around 20% of their total consumption. ‘Fika’ is a social coffee break, usually accompanied by something sweet. Combining ice cream with this special coffee break is therefore a promising strategy.
PARTNERSHIP
Espresso House
The largest Swedish coffee chain, Espresso house, was selected as partner for Unilever to create a new Carte D'Or product. Leveraging Espresso House’s quick growth, atmosphere, style and Swedish association, increasing their sales in summer, Carte d’Or combined with coffee is a surprising combination.
MARKETING & LAUNCH STRATEGY
"A new love affair"
We designed a signature plate complemented by tools for the operator express the chefmanship and artisanal qualities of Carte d’Or. Consumers will remember Carte d’Or by these specific touch points. This way, Carte d’Or offers the consumer the complete brand experience from entering the store to the final taste of the ice cream using a branded napkin. Using this approach Carte d’Or will differentiate itself from competitors.
Duration
20 weeks, part-time.
​
Team
This project was done in collaboration with Gina Henselmans, Matteo Colombo, Søren Boesen, Eduard de Jong
​