Opinions about branding by Dr. Dannielle Blumenthal

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Sunday, October 21, 2012

Marketing Ice Cream To Women: 5 Observations

1. It is an emotional purchase - guilt, depression, self-soothing. Guilty so an impulse buy.

2. Environment of consumption - social if virtuous (frozen yogurt), isolated if not (e.g. hiding in the car eating a sundae).

3. Toppings are an important part of the experience. It feels like reward and is similar to wanting icing and sprinkles on cake, etc. Or even salad toppings.

4. Small but heaping portions are preferred to big tubs, which are associated with being fat.

5. There is actually a preference to pay more not less as a sign that you're getting "premium" (calories for the money).