Carte D’Or gives people what they want: a luxury ice cream experience they can enjoy in their own home.
But 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. However, seeing an opportunity and exploiting it successfully are two completely different things.
Super premium was growing at a small but steady rate, giving Carte D’Or the chance to shift away from the middle ground and concentrate on securing more market share at the top end. The challenge for Carte D’Or was to stand out from the crowd. The brand needed to do something deliciously different in the saturated environment.