Food is often deeply linked with tourism but Rethink is taking this idea a step further with its "Not Vanilla" campaign which uses ice cream packaging to draw tourists to visit Ottawa, Canada. Featuring a 360-degree design, these unique packages aim to change the minds of Canadians who may mistakenly view Ottawa as a "vanilla" or a boring place to visit. To accomplish this, Rethink played off the term vanilla and launched an ice cream brand, complete with its own logo, packaging, design, Instagram and signature flavors.
The ice cream packaging for Not Vanilla features bright and vibrant designs along with flavor names that focus on what Ottawa has to offer. The flavors were crafted by Ottawa-based coop shop Moo Shu and features unique flavors such as ByWard ByNight, a cocktail-influenced flavor, and Urban Splash which incorporates hops and honey.
Tourism-Focused Ice Cream Brands
Rethink has Created Ice Cream Packaging That Supports Ottawa
Trend Themes
1. Tourism-focused Ice Cream Brands - Expanding the connection between food and tourism, ice cream brands are using innovative packaging and flavors to attract travelers to specific destinations.
2. 360-degree Packaging Design - Packaging with a comprehensive 360-degree design is becoming a popular way for brands to engage consumers and enhance the overall brand experience.
3. Local Collaboration in Marketing - Collaborating with local businesses and cooperatives provides opportunities for brands to showcase the unique offerings of a destination, creating a sense of authenticity and appealing to tourists.
Industry Implications
1. Food & Beverage - Food and beverage brands have the opportunity to create unique flavors and packaging that promote specific destinations and attract tourists.
2. Marketing & Advertising - The use of 360-degree packaging design and collaboration with local businesses presents innovative marketing and advertising opportunities for brands to connect with consumers and promote destinations.
3. Tourism & Travel - Tourism and travel industry professionals can look into partnering with food and beverage brands to incorporate destination-specific flavors and packaging into their marketing strategies, attracting more visitors to their destinations.