TITLE

Thai ice cream label refreshes branding

AUTHOR(S)
Mulchand, Sangeeta
PUB. DATE
February 2004
SOURCE
Media: Asia's Media & Marketing Newspaper;2/13/2004, p11
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
12386473

 

Related Articles

  • Free TV, but nothing new.  // Choice;Jun2009, p6 

    The article offers information on the importance of Freeview to broadcasting companies in Australia. The term refers to the advertising campaign made by broadcasters aimed at promoting digital free-to-air television (TV). Critics believed that the Freeview logo which is placed on a product is a...

  • Riskier business. Hemsley, Steve // Promotions & Incentives;Apr2008, p19 

    The article discusses the risks accompanying the efforts of brands to create more creative and innovative sales promotions for their products in Great Britain. It highlights five promotion scenarios and their risks, which include free gifts at the point of purchase when buying a certain product,...

  • Pimm's to exploit 'hot' summer.  // Precision Marketing;5/4/2007, Vol. 19 Issue 13, p2 

    The article reports on an advertising campaign launched by Diageo PLC to push sales of its Pimm's brand. This campaign aims to exploit long-range weather forecasts of a hot summer. It is scheduled from May until the end of August 2007 and will include television, press and digital advertising....

  • An Empirical Investigation of the Spillover Effects of Advertising and Sales Promotions in Umbrella Branding. Erdem, Tülin; Baohong Sun // Journal of Marketing Research (JMR);Nov2002, Vol. 39 Issue 4, p408 

    The authors investigate and find evidence for advertising and sales promotion spillover effects for umbrella brands in frequently purchased packaged product categories. The authors also capture the impact of advertising (as well as use experience) on both utility mean and variance across two...

  • Brandfame Pepsi.  // Marketing (00253650);9/21/2005 Supplement, p38 

    The article focuses on the television advertising strategies of PepsiCo Inc. Pepsi is the king of big budget, star-studded commercials, and television has always been at the heart of its strategy. Although Pepsi is a long-term television advertiser, in recent years its connection with...

  • A network of partnership. Evans, Tim // Marketing (00253650);9/21/2005 Supplement, p9 

    The article focuses on the brand image of British Telecom PLC (BT). Over the past 30 years, BT has moved far beyond its origins as the Post Office Telecommunications group, focusing on residential telephone services, to become the global networked information technology services business it is...

  • Teletext reveals new branding. Walsh, Charlotte // Travel Trade Gazette UK & Ireland;3/2/2007, Issue 2756, p9 

    The article reports on the brand marketing of the digital channel Teletext. The company has launched its £8 million advertising campaign, which it guarantees will boost business for operators and agents. According to the company's executives a new bright purple logo will replace the old blue...

  • Coca-Cola prepares to refresh Schweppes brand. Clark, Nicola // Marketing (00253650);8/2/2006, p1 

    The article reports that Coca-Cola Co. has vowed to make Schweppes a leading brand and has envisaged introducing more products encouraged by a multimillion-pound advertising campaign. A range of premium flavored carbonated drinks called Straight Cut Schweppes will be introduced to the on-trade....

  • Look in home office for signs of brand decline. Karger, Theodore // Marketing News;3/18/1983, Vol. 17 Issue 6, Special section p20 

    The article suggests signs of brand decline and offers advice on how product managers can address them. In the absence of clear and consistent strategy, product managers should evaluate his marketing executions, tactics, past strategy and consumer needs. One way of changing frenetic brand...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics