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Scream For Ice Cream
Bring memory to life. Hood ice cream sandwich is not only a memory, but can still brighten your everyday life.
Hood was established in 1846 in Charlestown, MA.
The company has extended its New England roots, and is now a national company distributing dairy products throughout the US.
Hood ice cream sandwich competes in the ice cream and frozen novelties category, in which the retail sales has reached $12.8 billion in 2016, reflecting a 3.6% year-over-year increase (Mintel).
Ice Cream sandwich favorite childhood treat, but is now slightly outdated.
Parents, iGeneration, Millennials are the leading groups in frozen novelty.
Flavor and price are two of biggest factors that people concern about by buying frozen treats.
"You scream, I scream, we all scream for ice cream." We want to convince millennials that Hood Ice Cream Sandwiches can be a good way for people to come together with friends and family to have fun by screaming or cheering for ice cream, which makes our life more engaging and delightful.
Total US Retail Sales and fan forecast of ice cream and frozen novelties, at current prices, 2011-21
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Parents are the major purchasing group for frozen novelty.
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iGeneration and Millennials are also play important role in frozen novelty market.
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Flavor and price are two of the most important factors that affect consumer's decision-making process.
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People don't really care about health issue while purchasing frozen treats.
Factors are most important to you when choosing frozen treats Source:Mintel
Creative: iScream Mobile App
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A mobile app called iScream aims to raise brand awareness in ice cream sandwich market.
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Users can get free ice cream coupon by screaming into their phones.
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The app will show locations on the map that people can exchange their coupons to ice cream sandwiches.
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Creative: Interactive Billboard
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The interactive billboard encourages passersby to scream for ice cream by themselves or in a group.
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The more you scream or cheer, the higher the ice cream scale will go.
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As it reaches the top, people can get free ice cream sandwich.
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The billboard will be placed at concerts, music festival sites and gymnasiums. Therefore before and after enjoying the exciting music or sports, they can use the interactive billboard to win free ice cream sandwiches.
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