Background

Nestle wanted to increase the purchase of ice cream as a snack.

Insight

Light consumers of ice cream; see it as an occasional treat. It’s not something they shop frequently because the more they have in the house the more they know they will eat!
Helping them indulge with more control, will remove their most significant shopping barrier.

Action

Single-serve cup range, Skinny Cow,  was introduced to meet this need.

Unlike packaged tub ice cream, single-serve cups offer portion control (wellness), they can be eaten from the cup (convenience), and it\’s easy to buy a combination of flavors for the household (variety seeking).

However, as the shopper who is targeted with these new products is often unfamiliar with the ice cream aisle, as they are light consumers and so therefore start their search from scratch each time they buy, a new merchandising system was used to display the ice cream cups.

Result

Category sales up 53%!

Reference

http://www.decisioninsight.com/content/pdf/Nestle-Dreyers.pdf

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