A black packaging with the flaming dragon in the freezer. A first-order attention grabber, especially in the ice cream category. After the success of last year’s Cornetto Mermaid, OLA is releasing the Cornetto Dragon this year.
What does dragon have to do with ice cream? A lot, says Ola. Because ice cream season this summer is dominated by a surprising fruit combination, aptly named Cornetto Dragon. Following on from the success of Cornetto Mermaid last year, this is the latest limited edition. ‘A black cocoa wafer cone containing a colorful combination of mango, passion fruit and strawberry ice cream, wrapped in a black packaging with a flaming dragon on top. A real attention-grabber, both inside and out, that you’ll want to burn your hands on this summer’, says Robin Misdorp, ice cream man at Unilever, Ola.
“Like last year, with Cornetto Mermaid, this year we did a lot of work initially for Dragon to understand what might be the next trend among teens and young adults. With the help of our data team and some trend reports , we found more than one option for the next Cornetto Limited Edition and among the many options we found the Dragon to be the strongest.It had the same mysterious touch as the Mermaid, says Cornetto Brand Manager Europe Sofia Buglione.
from design to communication
The Cornetto Dragon has an attractive packaging: Black. Where the classic cornetto is topped with nuts, the cornetto dragon has been chosen to style perfectly for black cocoa cookies, which look like crunchy coals. That, and trends in entertainment, fashion and sports, inspired designer Natalya Chemerilova from agency Keyna Art to create this original and distinctive packaging design within Unilever guidelines. Unilever has worked with him in the past as well. Bouglione: ‘Natalya has helped us with many projects, but for Cornetto Dragone, she is working with us for the first time since the beginning of creative innovation; From packaging design to communication. And to my satisfaction.’
Russian designers explain the thinking behind this distinctive design. ‘The assignment was: Create a modern and clear design that stands out among other Cornetto products. The design had to be trendy and at the same time we wanted to add a little bit of mystery and an oriental culture touch. So I changed the logo too, which is now the Golden Red Dragon. Gold and red look great on black. Those colors also represent the fire of the dragon.’ Chemerilova translated Unilever’s brand values into the design. ‘I love working for the Cornetto brand. For me it also symbolizes clarity, love, youth and the classics that go with the times. He often finds it most difficult to select the final design. ‘I really enjoy working on different ideas. The most challenging for me is choosing the best idea, because usually we make so many choices. So the Cornetto team was a great help during the process. “
‘Gold and red look great on black’
Trends in entertainment, fashion and sports. Games such as Drink Tattoo, Age of Ashes, and discussions regarding the release of the Game of Thrones sequel House of the Dragon, have been instrumental in developing this particular limited edition release. The Cornetto dragon wakes up the frozen shelf’, says Robin Misdorp.
Cornetto is an ice cream by Ola which is part of Unilever. The brand has been around since 1960. OLA is part of ‘The Heartbrand’, the most famous ice cream logo in the world. This logo is used in more than 50 countries around the world and each country has its own ice cream name. You have Walls in the United Kingdom, Streets in Australia, Kibon in Brazil, Langanese in Germany, and OLA in the Netherlands. Under the flag of OLA, you will find well-known brands like Magnum, Solero, Calypso, Festini and Racquet in addition to Cornetto.