As one of Unilever’s biggest in-home premium ice-cream brands, Carte D’Or caters to the heart of what consumers want – an elevated ice cream experience to be enjoyed at the comfort of one’s home.
With a visible market separation and consumers trading down for everyday consumption, the team at Wall’s saw an opportunity to add a touch of effortless luxury into the everyday.
Super premium was growing at a small but steady rate, giving Carte D’Or great foundations to shift away from the middle ground and concentrate on securing more market share in the premium world.
The challenge for Carte D’Or was to stand out amongst the crowd in a very competitive category; a category communicating indulgence successfully and intensely. The brand needed to create something deliciously surprising in the saturated environment they sit in, to convey premium qualities of their product and to identify a proposition space that was relevant to their consumers.
As everyday life gets busier, people are finding it increasingly challenging to craft out special moments with their loved ones and family. Market research in SEA suggested meaningful connections were becoming fleeting and short-lived, with quantity and quality of interactions decreasing rapidly. Our team worked to identify a relevant emotional space for urbanised consumers aged 25-35 to share this intensified product experience and to showcase the possibilities of shared indulgence.