Long time since we saw a big-scale advertising and promotion program for ice-cream. Price competitions and the increased power of the retail chains have led to lowered margins for many FMCG brands and they just don't have any more money to invest. So we see more promotion ads and fewer image-building efforts. More and more categories have been commoditized. Magnum can invest because they are (slightly) premium-priced. I see their prints, MTR posters and an expensive outdoor at the cross-harbour tunnel. Their proposition is not new though. Sensual enjoyment or indulgence is a category motivator for ice-cream. Who tried to own this category motivator first ? I don't know but Haagen-Daz did something like this much earlier. In fact I have a mixed feeling about the concept of category motivator. It sometimes makes every brand proposition in the same category pretty identical.
Long time since we saw a big-scale advertising and promotion program for ice-cream. Price competitions and the increased power of the retail chains have led to lowered margins for many FMCG brands and they just don't have any more money to invest. So we see more promotion ads and fewer image-building efforts. More and more categories have been commoditized. Magnum can invest because they are (slightly) premium-priced. I see their prints, MTR posters and an expensive outdoor at the cross-harbour tunnel. Their proposition is not new though. Sensual enjoyment or indulgence is a category motivator for ice-cream. Who tried to own this category motivator first ? I don't know but Haagen-Daz did something like this much earlier. In fact I have a mixed feeling about the concept of category motivator. It sometimes makes every brand proposition in the same category pretty identical.
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