Niseko: Taste the Essence of Entire Hokkaido in Every Scoop of Ice Cream
Consumer Research, Positioning & Marketing Strategies
Niseko is a new FMCG brand that aims to bring affordable daily happiness to consumers. Introduced by Tailung Capital Inc. in late 2021, the brand launched two new products as a market test at the end of this project. Hence, the major goal of the Niseko project was to evaluate the market value of the brand. Based on consumer analytics, we aimed to create new marketing strategies to help with the product launch. As the project manager, I was responsible for timeline management, ideating the brand architecture, and creating the brand style guideline. To advise precise marketing strategies, the MARKiT team conducted two focus groups for ice cream flavor testing and visual tests on marketing content and packaging. The challenge of this project was to create a marketing campaign that could evoke an effortless sense of happiness for the locals who couldn’t leave the country during the pandemic. Our team brainstormed ideas that involved sports centres, attractions, and luxury tourism, among others. As a result, our team not only provided viable marketing and advertising ideas, but we also got the opportunity to advise on a new packaging design for a big food company, which was a significant accomplishment for all of us.
| Daili-cacy (daily delicacy)
Refers to a delicate layered, elegant and easily affordable delicacy that is built on every ordinary moment of life.
─Niseko
Crafted with care and precision, Niseko's ice cream is made with pure milk sourced from Hokkaido's vast and fertile lands, as well as a carefully selected range of high-quality ingredients. From the pure taste of the first snow to the rich creaminess of Hokkaido's milk, every flavor is delicately balanced to create a truly elegant and layered taste experience. Niseko ice cream bars are more than just a delicious treat - they're a sensory journey through the flavors and traditions of the stunning Hokkaido region. Each bite awakens a sense of ritual in everyday life, transporting you to a place of pure joy and delight.
What sets Niseko apart from the competition is their commitment to affordability without sacrificing quality. They believe that everyone deserves to indulge in a little luxury every day, and their ice cream is the perfect way to do just that. Especially during the pandemic, when travel was restricted in Taiwan, Niseko aimed to bring a slice of Hokkaido's blissful moments to their customers. Each scoop of their rich, indulgent ice cream is designed to create a unique sensory experience, helping the consumers explore the joy and happiness in everyday moments.
So why settle for ordinary when you can experience the blissful taste of Niseko dailicacy? Treat yourself to a moment of pure indulgence and let Niseko accompany you on your journey to daily happiness.
Niseko's new brand ambassador reflects the brand's target audience of 27-31 year old professional who values elegance, attention to detail, and quality time.
The visual elements effectively linked authentic Hokkaido flavours with popular tourist activities, creating a seamless connection between the taste experience and the region's attractions.
The content showcases both the old and new packaging designs, with the new design prioritises the food elements rather than the brand itself.
