1. Always discovering new
Key Benefit
Continuous Rediscovery
Consumer Insight
People who demand
variety and interest in
their food.
While a cone may be
a loved and familiar
format, with Extreme
they can be sure that
every experience will
be deliciously
different and
rewarding
No matter how often you
experience an
Extreme, there’s
always something new
to discover,
and engage you further
BRAND
POSITIONING
To discerning ice cream
eaters, Extreme is the only
cone which involves and rewards you with an experience
of engaging discovery,
every time
IDEA
Always discovering new
things in the one
you love
Key Product
attribute
An abundance of contrasts
Variety and quantity of high
quality ingredients
Brand Character
Intriguing
balance of diverse tastes,
textures and colours,
culminating in an intense
chocolate tip
Full of
Surprises
Spirit of fun
An appetising and
attractive appearance
Like Johnny Depp