A popping surprise!
A project that I spent a good chunk of my time at in Nestlé Ice Cream was managing the the KitKat Ice Cream portfolio with the brand manager. Here, I gained firsthand experience managing an entire product range.
A key highlight was working on the launch of KitKat Candy Crush Ice Cream, a strategic collaboration with Candy Crush to create a strawberry cheesecake-flavored ice cream with our signature KitKat wafer coating and an added unique surprise—popping candies! The first of its kind in the market.
Skills
Project and Brand Management
New Product Development
An increase in market share of >9% in the brand category.
With the complexity of incorporating popping candies into the product, we worked tirelessly with relevant stakeholders involved to launch this limited edition ice cream to the brand’s portfolio. Working alongside the R&D team to execute the perfect effect of popping candies and going through various recipe refinement trials, we launched this product in 6 months.
Everything was meticulously planned, and we knew the product’s packaging and visuals had to stand out to justify its unique selling proposition of popping candies.
From choosing every single piece of candy to feature to the font of the “popping candies” word to ensure we highlighted it, we wanted to entice people to grab it from the freezer, and sure it did!
An estimated reach of >5.5 million people
Taking advantage of its aesthetically pleasing visuals, we knew we had to amplify our communication across physical and digital touchpoints.
We had digital billboard ads spanning over 10 sites on major highways across the country. Across four social media platforms, we also had >80 influencers posting about the ice cream and digital ads popping up on Meta platforms and YouTube to ensure that people knew the product POPPED!
The product went viral naturally due to its appearance, and consumers also purchased it to relive their childhoods of eating pop rocks!
Note: The picture looks this way due to the stroboscopic effect of capturing an LED panel with a camera.