Havmor Ice Cream Ltd: Engaging Customers into Product Innovation.
Havmor Ice Cream Ltd, a leading pure milk ice cream brand in India engaged with ice cream lovers to co-create new flavors appealing to the Indian palate. The brand adopted a customer-centric approach by creating a unique campaign #TheCoolestSummerJob to reach out to the consumers across cities. The campaign went live on May 2017 and successfully appointed its new Chief Tasting Officers (CTOs) at their manufacturing facility at Ahmedabad in June 2017. As part of the campaign, the new CTOs created soon-to-be-launched new flavors for the Indian ice cream market.
The video captures the first ever launched digital campaign #TheCoolestSummerJob in the Indian ice cream industry that offered consumers an ice-cream tasting job and gave them a lifetime opportunity to invent a new flavor for the Indian market. This unique campaign was created and executed by the digital agency – Prodigitz.
As a part of the campaign, the brand had invited ice cream lovers across cities to apply online and win the newly created position of Chief Tasting Officer at the company. Using a digital first approach, Havmor began the process of inviting online entries for Chief Tasting Officers through a special microsite www.havmor.com/thecoolestsummerjob/ as well as the through the brand’s social platforms. The interview for the position included submission of a 2-minute video capturing one’s passion for ice-cream and the understanding of the local palate. The job profile of the CTOs was to taste the ice-creams and inspire them to come-up with a sparkling innovative flavor which will win the hearts of Indian ice cream lovers. The campaign went live on May 02, 2017 with an aim to involve the end-consumer in creating a new ice cream flavor of their own choice by adding local fusion to it.
The brand also partnered with renowned Chefs – Vicky Ratnani and Sanjana Patel to host a knowledge sharing session for the selected candidates of the campaign. Finally, the winners were announced in mid-June 2017. Amongst the entries received, four deserving candidates – Devashree Sharma (Mumbai), Saimandar Waghdhare (Mumbai), Rohini Basu (Delhi) and Sahej Chopra (Patiala) were selected for the position of “Chief Tasting Officer”.
The journey of these winners kicks started with a successful mentoring session by the Chefs – Vicky Ratnani and Sanjana Patel who highlighted the significance of taste, texture, and flavor through a tour of the Havmor manufacturing facility for an in-depth knowledge of techniques of ice cream creation. Post the three-day immersion into the ice cream making process, the four officers came-up with interesting ideas on the new flavors.
The brand saw the unique marketing campaign achieve great success. It created curiosity and received a tremendous response online with over 1.7 million digital impressions, over 4400 entries, 450 videos and 2.38 lacs unique visitors.
With the end of this campaign, the brand is now ready to launch the new flavors developed by the CTOs. This campaign is a unique example of involving the consumer in innovating products from a consumer point of view.
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