JLLC "Morozprodukt" takes a leading position in the Belarusian market for the production of ice cream and frozen semi-finished products.
The task was to create a new trademark for low-calorie ice cream. The target audience is purposeful people aged 16-45 years, who monitor the health and are part of the "Healthy lifestyle" segment.
The AIDA Pioneer team suggested creating a specialized line (sub-brand) for FRUDOZA, not a new brand. And we did it for several reasons. Firstly FRUDOZA is a well-known brand of the company "Morozprodukt" with good recognition and loyal audience which intersects with the audience of "low-calorie ice cream". Secondly the appearance of "low-calorie lineup" is a great step to strengthen and create the brand which will be positively perceived by the audience. Thirdly the small capacity of the segment calls into question the feasibility of creating a new brand.
So for FRUDOZA brand we have created a specialized line of FRUDOZA Light. It is a product for those who love ice cream but even more - a figure.
When creating the design of the package we made an emphasis on lightness. The background was a watercolor in delicate tones. "Low-calorie" was reflected in the font solution: thin, elegant letters were used. The word "Light" is placed separately on the watercolor background to draw additional attention to the novelty in the ice cream line. Also on the front side of the package next to the logo there is information about the taste of the ice cream and the fat content of the product. In this way customers will receive maximum useful information about the new delicacy and identify it.
The manufacturer has also taken care of convenience: the package contains a folding spoon for light snacks anytime and anywhere.
The result is multiple increases in loyal audience, sales growth and positive feedback from consumers. The brand quickly took its place on the shelf in the store, becoming popular among TA.