Expanding consumption occasions to take the brand, and the category, out of apathy.
Kibon had been off the air for more than 10 years. During that time, a lot changed. New premium brands emerged. The Mexican popsicle craze came and went. But one thing did not change: the reasons and motivations for eating ice cream. Ice cream was still associated with very specific occasions such as the beach, summer, and Sunday lunch with the family. This lack of inventiveness in the category severely limited its potential. The category was stuck in apathy.
To return and reclaim its role as the intellectual leader of the category, Kibon created a strategy to increase its relevance in consumers’ daily lives by expanding the occasions for ice cream consumption. By adopting this strategy, we mapped major opportunities for new consumption motivations based on consumer behavior data and journey insights. To translate this new brand intention, we created the concept “So good to have Kibon” showing that ice cream can be the answer to any everyday situation.
