Mondelez Range Extension to Ice Cream.
A premium impulse buy and take-home ice cream brand.
To allow multiple Mondelez chocolate brands to retain their individual identities within the overarching Mondelez CI.
To create a consistent range identity within the ice cream category.
To leverage the taste profile of each of the Mondelez products while focusing on the ice cream angle.
Creating a consistent multipack identity by careful management of physical parameters.
Achieving standardised brand weighting without impacting on the integrity on the confectionery line.