Thai ice cream label refreshes branding

Mulchand, Sangeeta
February 2004
Media: Asia's Media & Marketing Newspaper;2/13/2004, p11
Thai local ice cream brand Cremo is undergoing a complete facelift, including a new logo, packaging and ad campaign. The move aims at rejuvenating its 25-year old image and promoting sales up by 40 per cent in the next 12 months. The brand's new logo sports a star drawn freehand, and colored green, blue and yellow, projecting a brighter, more' fun' image. The goal is to project the brand as modern and fun to the target group of' tweens. The company's strategy is holistic, and also encompasses the expansion of distribution channels and the establishment of a new plant to increase production capacity.


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