Creating the hottest new brand in frozen yogurt

The Challenge

They say frozen yogurt is the ‘new coffee’, and a lot of entrants into the burgeoning UK frozen yogurt marketplace are competing to see who will emerge as the next Starbucks.

ACM Ventures – three young and enthusiastic retail entrepreneurs – came to us wanting to launch a new frozen yogurt brand from 900 sq ft of retail space in Camden.

Part of their brief to us was that they didn’t want to compete with the UK market leader, SNOG; they wanted to occupy a different brand space and target a different consumer demographic.

Budgets and timings were tight, so the need to come up with a compelling proposition and brand expression was paramount.

The Solution

After conducting extensive industry research and dispatching our own secret shoppers to competitor brands, we identified a gap in the marketplace, and one to which ACM Ventures’ product was ideally suited.

We saw that there was brand space available for an entrant who could position their brand at the quality end of the spectrum and who had the confidence to communicate the brand through sophisticated, witty and intelligent expressions.

We created The Cultured Cow brand, the name being a direct nod to the fact that the product is probiotic and made from real milk - not milk powder, as used by many competitors.

The design language and tone of voice reflect the fact that we’re talking to a target audience of affluent, health-conscious people with active lifestyles. People who are wise to the kind of marketing language used by Innocent, Ben & Jerry, etc, and who want a more sophisticated and adult engagement with an intelligent, high-quality brand.

The launch will be supported by on and offline marketing, viral communications and extensive use of social media.

The Outcome

Watch this space. The Cultured Cow launches early in 2011.