Ahead of the 2016 Valentine's Day season, grocery retailer Tesco Ireland has created a printing service that allows consumers to give loved ones a tub of Haagen Dazs ice cream with a personalized greeting. The personalization experience will set up shop at five Tesco Ireland locations leading up to Valentine's Day and will give consumers the option of four different labels.
The entire experience was devised by Dublin-based agency Backup, who also created a social media campaign to support the activity.
Other brands that have offered personalized packaging include Nutella, Marmite and Lays Potato Chips. Haagen Dasz conducted a 'Master Ice Cream Academy' last year in London's Bloomsbury Square, which was described by the brand as a "school for the senses."
Personalized Valentine's Ice Cream
Tesco Ireland Stores Has Teamed Up with Haagen Dasz
Trend Themes
1. Personalized Packaging - Opportunity for brands to offer personalized packaging to enhance consumer experience and create a unique gifting option.
2. Social Media Campaigns - Chance for brands to leverage social media campaigns to promote personalized products and engage with customers on a deeper level.
3. Experiential Retail - Potential for retailers to create in-store experiences that allow customers to personalize products and make their shopping experience more interactive.
Industry Implications
1. Grocery Retail - Disruptive innovation opportunity for grocery retailers to offer personalized packaging services, enhancing their product range and increasing customer loyalty.
2. Food and Beverage - Opportunity for food and beverage brands to explore personalized packaging options, creating a unique selling point and enhancing consumer engagement.
3. Marketing and Advertising - Potential for marketing and advertising agencies to develop social media campaigns that promote personalized products and create buzz around brands.