Extreme makeover for Nestle ice cream
Nestle (Thailand) is splurging Bt40 million to relaunch its Extreme icecream brand in an move to get closer to teenage consumers and increase its sales by 50 per cent this year.
A presenter shows Nestle Extreme ice cream at its relaunch yesterday backed by a marketing budget of Bt40 million.
The company has adopted a music marketing strategy in its campaign to build awareness of the updated brand after its survey found that most teenagers enjoy a musiclistening lifestyle compared to other major lifestyles, which are surfing the Internet, watching movies, playing sports and following the latest fashions.
This is the fifth time that the brand has been given a makeover but it's the biggest. It includes updating the brand's image as a young and modern brand and redesigning wrappers with more colours to reflect the characters of each flavour. Freezers at sales points nationwide have been redecorated with a jukebox con
¬cept, while a new promotion has been introduced where lucky customers can win a music mobile phone and other prizes."The behaviour of our targeted consumers, who are aged 18 to 21, always changes, so we have to keep fol
¬lowing their changes and conduct new strategies to keep them with the brand," Montha Khongkrurphan, category marketing manager for the icecream business, said yesterday.Under the music marketing strategy, a
"Discover the musiXTreme In You" campaign has been arranged to stage miniconcerts nationwide with the Tattoo Colour band. A jinglecomposing contest will also be held.Iced coffee has been added to the existing four flavours - chocolate, vanilla, strawberry, and cookie and cream.
New packaging for all flavours is designed to reflect the characters of consumers of each flavour, such as rock, modern classic, pop, indie and chillout.
Extreme is one of the two major brands under Nestle's icecream umbrella. The brand contributes 35 per cent of Nestle's icecream sales, while Eskimo, which targets children aged from six to 12, contributes 50 per cent. The rest is takehome ice cream and other brands.
Montha estimates the overall icecream market is worth Bt10 billion, with Nestle accounting for 40 per cent. Ice cream served in restaurants showed the high
est growth during the first half of this year at over 10 per cent while children's ice cream grew 5 per cent. Ice cream for teenagers and takehome ice cream didn't show an impressive performance.The economic and political turmoil didn't affect con
sumption, which has remained at 1.3 litres per person per year for the last few years, she said."Ice cream is an impulse product. People will eat ice cream whenever they see the product or want to eat. Therefore, political and economic factors never influence their behaviour," she said.
While declining to reveal the expected sales of the icecream unit this year, she said the company's sales should track the overall market growth rate of 5 per cent.
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