BrainTrust Query: We All Scream for Ice Cream
Commentary by Joel Warady, Principal,
Joel Warady Group
If you want to rise
above the clutter of all the other companies out there that are providing similar
products or services such as those that you offer, you have to be different.
You have to be unique.
Seth Godin states it
succinctly in his book Purple Cow;
you have to be “remarkable.”
Which leads us to a
company that “gets it.” Today we talk about ice cream.
Ice cream has been
around for ages. There is cheap, boring ice cream on the market. There are premium
products on the market, rich in taste and texture. There are super-premium products
available that cost a significant amount of money for each delicious scoop, and
are available in exotic flavors. And for awhile, we were all excited by the funky
flavors and names offered by Ben & Jerry’s. Now that they are owned by
a soap company, the brand has lost a bit of its luster. But if you are looking
for excitement in your ice cream, we’ve got the brand for you.
Start with whip-yielding
dominatrices. (Please don’t ask me why I know what the plural form of dominatrix
is.) Add slogans like “God Save the Cream.” Place the retail store in Selfridges,
one of the largest high-end retail locations in London. Finally, feature
a male-targeted ice cream cocktail named The Sex Pistol, which is laden
with libido-boosting ingredients akin to Viagra as well as a shot of Absinthe,
served in a pink water pistol that is ready to be… well, you get the picture,
right? Welcome to the world of The ICECREAMISTS!
It’s ice cream gone
bad boy. It’s ice cream theater. It’s a way of taking a product that is available
at every gas station, every convenience store, every supermarket, every McDonald’s,
and then executing it in a remarkable way to make certain that the brand rises
above the clutter.
Spend some time on
their website – www.theicecreamists.com (Warning! It is a bit loud
if you are looking at it while at work).
When visiting their
site, and reading about how they position their offering, think of the things
that you might be able to do to really create some uniqueness in the way your
product, your service, your company, or for that matter, you are presented to
your prospects or your customers. While we aren’t suggesting you don a dog collar
and stilettos (not that there’s anything wrong with that), there are other ways
in which you can become remarkable!
As for the Ice Creamists…you
have to love the fun. It does bring a whole new meaning to whipped cream.
What do you think about how The Icecreamists brand has put a new twist
on the ice cream category? What lessons does its early success reveal
about breaking through the clutter? Can you think of other product categories
that could use a similar shake-up?
- We All Scream for Ice Cream – Warady’s
Riffs Ravs and Rants on Marketing
- The Icecreamsists
- Teaser Trailer for The Icecreamists – YouTube.com
- ‘Viagra’ ice cream to go on sale at Selfridges
– London Paper