Mother Dairy Rocket and its new flavours, French Vanilla and Belgium Chocolate, will be promoted with the help of a brand mascot called Neila.
Making an entry into the new category of Ice Cream – Chocolates, Mother Dairy introduced brand Rocket, with two new flavours of French Vanilla and Belgian Chocolate. The brand has also created a brand mascot named Neila that is synonymous with the company house colour Blue!
Commenting on the new product, Sanjay Sharma, Business Head – Dairy Products, Mother Dairy said, “Consumers prefer something new and unique, especially when we talk about a segment like Ice-cream. Classic flavours, new varieties, and something fulfilling for the taste-buds is how the segment is perceived to be. For these simple joys of our consumers, we thought of launching an exciting category of Ice Cream – Chocolates which are Extra Tasty, Extra Chocolaty, and Extra-Terrestrial, offering a rich mouthfeel and a delectable taste this season. The product will be available at an affordable price of Rs. 20.”
Curated for the young and eventful audience- the teens and pre-teens, Mother Dairy Rocket Ice Cream – Chocolates aims to break the convention to provide an engaging experience to the consumers.
Speaking on the idea of a brand Mascot, he further added, “Given the name, the unique flavour/format and the profile of the TG we felt the need to employ a creative device that will engage and excite the imagination of our young target audience. Thus came the idea of creating a brand mascot for our new ice cream brand Rocket, who will fit well in the creative universe designed for this brand. This led to the creation of an awkwardly cute and adorable galactic alien-Neila.”