Who Executive-Led the Revamp of Polar Bear Ice Cream Branding?

When Polar Bear, a well-established ten-year-old ice cream chain, recognized the need to assess its brand to ensure future success, the decision was made to rebrand the company. This transformation not only aimed to resonate with existing customers but also to attract new ones. The challenge for the creative team was clear: to go beyond a simple refresh and embark on a transformative journey that would leave a lasting impact.

The Strategy

In devising our strategy, we delved into understanding what made Polar Bear unique. It became evident that the brand's appeal extended far beyond the ice cream itself. Polar Bear had become synonymous with moments of joy, celebration, and relaxation for its loyal patrons. With this in mind, our approach was to position Polar Bear ice creams as something more than just a frozen treat—something to look forward to, a catalyst for happiness, and a source of genuine delight.

Central to our strategy was the infusion of the revamped branding with specific themes: happy, cool, mature, friendly, and playful. By leveraging these themes, we aimed to create a brand identity that would not only resonate with customers but also differentiate Polar Bear in a competitive market.

Executive Team Behind the Rebranding

The rebranding of Polar Bear ice cream was executed by the advertising agency Ogilvy Mather. Recognized for their innovative and strategic approaches, Ogilvy Mather tackled the challenge with a multi-faceted strategy that encompassed not only branding but also packaging design and retail design. Their role was crucial in developing a new visual identity that would align with the brand’s renewed mission and vision.

Rebranding Process

The rebranding process involved a comprehensive analysis of the existing brand elements, consumer behavior, and market trends. This data-driven approach allowed Ogilvy Mather to create a brand strategy that was both forward-thinking and grounded in market realities. Key components of the rebranding included:

Brand Positioning: Emphasizing Polar Bear ice cream as a brand that brings joy and happiness, positioning it as more than just an ice cream product. Visual Identity: Developing a new color palette, logo, and packaging design that aligned with the brand's new themes of happiness, coolness, maturity, friendliness, and playfulness. Retail Design: Enhancing the in-store experience to reflect the new brand identity, creating a more inviting and memorable shopping environment.

Impact and Results

The rebranding efforts yielded significant results, including increased customer engagement and a boost in sales. The new brand identity aligns Polar Bear with the rising trend of emotional marketing, leveraging emotional connections to drive consumer loyalty and attraction. As a result, Polar Bear Ice Cream is now poised for continued success in the competitive frozen dessert market.

Conclusion

From a simple brand refresh to a transformative journey, the rebranding of Polar Bear Ice Cream under the leadership of Ogilvy Mather is a testament to the power of strategic and emotional branding. The new brand identity has not only elevated the company's image but has also created a stronger bond with its customers, setting the stage for future growth and success.

Key Takeaways

Understanding your brand's unique selling points is crucial for a successful rebranding. A multi-faceted approach, including branding, packaging, and retail design, can significantly impact customer perception. Emotional branding plays a vital role in fostering customer loyalty and brand affinity.

Keywords: Polar Bear Ice Cream, Brand Revamp, Rebranding Strategy