Home >> Cannes-2010 >> Article

Marketers@Cannes: Ice-cream is not a low-involvement product – Ian Maskell, Global Marketing Director – Heartbrand Ice Cream (Unilever)

22-June-2010
Font Size   16
Marketers@Cannes: Ice-cream is not a low-involvement product – Ian Maskell, Global Marketing Director – Heartbrand Ice Cream (Unilever)

“Ice-cream is not a low-involvement product as thought by many people,” insisted Ian Maskell, Global Marketing Director – Heartbrand Ice Cream (Unilever), while speaking exclusively to exchange4media on the sidelines of the Cannes Lions International Advertising Festival 2010.

He added, “People are choosy about their brands and selective about their flavours and they’ll go to any extent to get it.” However, the brand was not so big in India, and Maskell accepted that there was a need to give a push to the brand in India. The brand operates under Kwality in India. “We’ve been historically weak in India,” he admitted, adding, “Time has come when we have to the give a push to the brand. However, we have ice-cream parlours by the name of Swirl operating in India, which are doing very well.”

Maskell is also responsible for looking at the brand Swirl. “My next visit to India is due very soon,” he said.

Maskell also talked about the brand’s ‘Share Happy’ campaign, which is active both online and offline. Why ‘happy’ and not ‘happiness’? Maskell laughs, and said, “I know ‘Share Happy’ is grammatically incorrect. But we found it quirky and funny. And ice-cream is all about spreading joy and happiness, and happiness is all about seizing the moment.”

As part of the campaign, a Smile Machine has been put up at high footfall areas. “The machine captures your smile and uploads it on Facebook. It is about sharing happiness, sharing your smile,” said Maskell. In return, one can get an ice-cream free.

Earlier, Maskell was part of the session titled ‘Customers are from mars, Brand are from Venus. Experience Brings the Romance Back into Media’, on Sunday. While speaking at the session, Maskell had said that “money doesn’t make you happy. It is things like music and ice-cream that make you happy; and happier people live longer.” To emphasise his point, he said that Bhutan measured the prosperity of a person not by the wealth he owned, but by the person’s happiness. The country, he pointed out, had a ‘Gross National Happiness’ metrics.

And “ice-cream was all about happiness. It focuses on the now, while having it. It’s got nothing to do with the past,” he said.

Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker India’s performance and a lot more

Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

right
left
EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS

In a conversation hosted by COVERGIRL and creative agency Droga5, this session discussed how creators push the boundaries of creativity by giving women the power to define it

The Pandey Khandaan, as promised, was in full attendance to watch brothers Piyush and Prasoon receive top honours.

The Japanese brand plans aggressive entry into Indian TV market