Morelli's Product Launch
Client: Morelli's
Sector: F&B
Responsibility: Concept Development | Creative Direction | Copywriting
Collaborator: Art Director
Market: Dubai, UAE
Collateral: Tent cards, menu inserts, flyers, mall ads
Language: English and Arabic
Challenge
Morelli’s Gelato wanted to Introduce a new type of ice cream but faced difficulties convincing customers to try their new spaghetti ice cream. Customers were accustomed to the classic texture and taste of creamy gelato and were hesitant to explore a novel dessert concept.
Concept
To capture customers' interest, we developed the playful and intriguing concept of "dinner for dessert." This involved reimagining the dining experience by transforming a familiar savory dish into a delightful sweet treat. The spaghetti ice cream was presented as a fun and whimsical dessert, inviting customers to break traditional dining rules and enjoy a dessert that mimicked a classic dinner course.
Creative Process
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Developing Fun Messaging: Created the "dinner for dessert" concept to make the new product enjoyable and approachable for customers.
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Strategic Signage Design: Designed eye-catching signage and strategically placed it in high-traffic areas to draw attention and invite customers to try the new ice cream.
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Interactive Demonstrations: Conducted live demonstrations to showcase the unique process of turning ice cream into spaghetti-like strands, adding an element of intrigue.
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Customer Engagement: Engaged with customers by asking if they wanted to have "dinner for dessert," sparking curiosity and encouraging them to try the new product.
Outcome
Once we captured customers' attention and demonstrated the process, the demand for Spaghetti Ice soared, especially among children. The product launch was so successful that it became a staple on the menu.