Sister's Ice Cream

Here is a little piece of inspiration that should make you smile and admire the creativity behind it.

Sister's is a homemade ice cream from Iran, made by three sisters. The packaging design has been done in a way to represent the identities of the manufacturers, clearly mentioning that it is homemade ice cream.

It has also been designed to ensure that the packs stand out in comparison to other big and small players in the market.

The spark of colour, representing the flavours on a nice and soothing white background stands out and gives it a fresh, cool and summery look. The smart use of the illustration to show the different hair style brings the fun element.

I am not sure how big the #brand is, how strong its distribution is and whether this concept has been scaled up or not. I do hope that this #packaging is helping the brand win the consumers' hearts and share of wallet!

CATEGORY DISRUPTIONS

Quite often, when doing competitive analysis and market share reviews, we are busy analyzing direct competitors whereas there is a different category that is slowly eating into our segment, which has not even come into our radar or attention. 

Sometimes, the realization happens quite late and then either you have to live with that reality or go back to the drawing board and change your business model completely. 

Here is a great example of how the #camera industry thought that it would be impacted by the explosion of digital cameras, but it was the smartphone segment that ate up all their revenues, year after year with constant improvement in its camera technology. 

A clear lesson for all the players across industries. It is not about how your market share is changing but more about where is your consumer going with his or her money. hashtag#Netflix sums it up quite well when it says that is not competing with the other #OTT players, it is competing with sleep!

COCA COLA ENERGY + FLAVOURS

Earlier this year, Coca Cola Energy was launched in a few select markets and it has slowly been rolled out to 25 markets globally. 

Based on the initial response, #Coke is now rolling out the launch of Energy in USA. This launch will be accompanied with an exclusive cherry flavour launch for the US market. There will also be the zero sugar versions for Energy and Energy Cherry that will be available.

It is interesting to see how #CocaCola is diversifying into multiple #beverage segments beyond carbonated soda.

What is also interesting is the fact that Coke has a 16.7% stake in the energy drink Monster's company Monster Beverages! This means that Coke will try to dominate this segment from all fronts.

The energy drink category will see much more action in 2020 and beyond. Market leaders like Red Bull will also be watching this entry closely and coming up with their own game plan.