MARKETING MIX: News of the world

I dream of ice cream

As winter winds lash the poor beleaguered British Isles, ice cream is probably the last thing on your mind. Around the world, however, it continues to do brisk business. It seems that constant exposure to high quality ice cream has made us suckers for the stuff.

Of course pride of place has to go to Haagen-Dazs. Its pioneering efforts in this area have forged a link between sex and ice cream where none previously existed. In Japan, however, sexual advertising is less acceptable than in the West, so they have resorted to a more symbolic approach. Though the message remains the same.

The hedonistic city of San Francisco loves its ice cream. Among the many brands now jostling for space is a new one called Dreamery. It comes in 18 imaginative flavours, ranging from Strawberry Fields (pictured) to Galactic Chocolate Swirl and Banana Boogie. Rather than referencing luxury or sexuality, this brand is exactly what it says on the label - dreamy.

Such is the appeal of this stuff that other categories are now copying it. This ad for Camper shoes, also from San Francisco, appeals to the more childish delights of insanely coloured lollies. Shoes good enough to eat?


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