All the Ingredients…
What We did:
Packaging Design
Advertising
Digital Advertising
Animation
Designed by us, Rapture is Dale Farm’s most indulgent ice cream range with a heart full of goodness. The current range consists of deliciously creamy dairy ice cream bars wrapped in the finest thick Belgian chocolate. This new launch represents Rapture’s first ever NPD offering.
THE BRIEF: Help us move into the ‘everyday indulgence’ category of ice cream with our NPD offering ensuring a strong family feel with our ice cream bars, then create a digital and out of home advertising campaign to launch our new product, highlighting our top quality indulgent ingredients.
THE OPPORTUNITY: Build on our already powerful brand visual equities to create a strong family feel that generates a halo effect back to core. Put the full focus on our ingredients and ensure on-shelf pop in the crowded freezer environment.
DISTINCTIVE BRAND ASSETS: Leveraging the key brand assets will unsure recognition and put a spotlight on the new member of the range.
PHOTOGRAPHY: Showcasing the delicious ice cream as the hero, and reassuring on Rapture’s quality and taste cues by depicting the raw ingredients. Yum!
A STRONG FAMILY LOOK & FEEL: It was important to have a holistic and consistent look & feel for the whole range, to ensure a steady foundation and clear visual strategy for future innovation.
48-SHEET OUT OF HOME: Our headlines describe the product with a gentle and indulgent tone of voice with a sprinkle of humour.
48-SHEET OUT OF HOME: Our visuals hero the new packaging, but also a tumble of delicious ingredients.
6-SHEET OUT OF HOME: Both variants were featured separately to give a sense of discovery to the range.
ADSHEL: Animated 6-sheet introduces benefits amongst tumbling ingredients.
Digital Advertising: A full suite of banner ads to drive awareness.