We all love ice cream! Hand-held ice creams are very popular as they are convenient and pleasurable breaks. They are delicious and fun to eat. But there is a paradox… although we all love ice cream, when we look for a snack we often tend to buy biscuit, cereal bar, chocolate or crisp… This is because they are more visible in store, easily accessible, or because there are just so many choices in the snacking aisle.
Wall’s, the brand that produces Cornetto, Magnum and Solero believes that the way ice cream is offered to people needs to be changed in order to be more visible and more engaging, so it will fit into peoples’ lives. Ice cream is sold in ice cream cabinets that haven’t changed much in the past 50 years.
They are static with the same format and material, and the only things that vary are the ice cream selection and price boards.
In convenience stores (petrol stations, 7-11 etc.), they are often placed at the entrance, but also at the back of the store, and people often miss them. By the time they are looking for a snack, they’ve missed the ice cream cabinet and choose a snack that’s right in front of them in the snacking aisle, or at the check-out.
People spend a lot of time on their phones these days, and ice cream cabinets have not evolved to pick up on the mobile revolution. They don’t create interaction with people and nothing makes people stop by them and grab an ice cream.
So when someone is looking for a snack, the likelihood that (s)he will choose an ice cream is low.
Can you help us change this? How could ice cream cabinets integrate digital elements so they attract more attention? Can you design the new experience of purchasing ice cream, through a new, engaging and disruptive ice cream cabinet?
Imagine a new ice cream cabinet that grabs attention, engages people and connects better with them, to make ice cream the number one snack option!
- #1 Prize €3,000
- #2 Prize €1,500
- #3 Prize €500