25 of the best Coolhunts - Fontys ACI

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There is a row between Del Monte and the artists. Unfortunately
summer PR stunt. For a moment the brand was on everyone’s lips-
and spreads itself on the internet.
Do we need to find out what is behind the promotion of the ice
lollies? Yes and no. No because it is about a remarkable ice lolly
that is consumed instantly and has thus no eternity. Yes because
Del Monte has adequately reached its goal: to attract everyone’s
attention with a playful remarkable product. This loads the brand
as far as surprise and boldness is concerned. These are important
matters on the competitive icecream market.
Is it of much use to find out what lies behind these ice lollies
regarding mentality? Yes. The ice lollies are a convincing example
of how the experience economy, as a worldwide mega trend, is still
appealing to the market. Such an ice lolly is not worth much and at
the same time it is a one-off. But to put it on the market as a special
experience loads the coolness of Del Monte. This is worth a million.
At International Lifestyle Studies we are not only searching for
innovative concepts which make life more inspiring and attractive.
We teach our students how to do the same thing for the brand
and its commercial campaigns. Then it turns out that an exciting
ice lolly can represent a certain coolness but also an enormous
brand value.
we can not find out what it is about. But in spite of this the example
does not lose its strength.
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