Carvel Blueberry & Lemon Crumble

Test Promo - Summer 2022

Art Direction / Photo Retouching / Design / Content Creation

Concept Overview

A Modern Twist on a Classic

When life hands us lemons, we add some blueberries and make a brand new flavor with two timeless classics. Introducing our new Blueberry & Lemon Crumble soft serve. Wild blueberry and lemon crumble soft serve are swirled together for a delicious treat you can enjoy any time. We think we may have just created a new classic, and to us, that’s reason to Carvelebrate!

Objective

 Test Blueberry & Lemon Crumble Ice Cream as a possible LTO for 2023 promotion while falling under the current Carvelebrate theme. 

Demographics

Female 61%, Age: 25-34. 11% Gen Z, 39% Millenial, 18% Gen X, 24% Boomer. $77,805 Median Household Income, 34% Bachelor Degree or higher. 42% have children. 70% Urban or Suburban. Mostly white.

Life Celebrators

Enjoys celebrating with family and friends; Seeks out authentic experiences in everyday life moments

Sweet Toothers

Flavor explorers/foodies interested in unique flavors and instagrammable content; indulges cravings for sweets & snacks

Nostalgic Connectors

Uses social media to stay connected with friends and family; Buys brands parents and family introduced; Desires to pass along traditions to their own family & friends

Inspiration

I wanted to focus on the flavor by showing that the product is a literal twist of two classic flavors. This resulting concept offers fun and dramatic visuals with touches of the trendy ‘coastal grandma’ vibe that is perfect for appealing to a wide demographic on social media.