This Hotel Group is Serving Up Adult-Only Ice Creams
Katherine Pendrill — July 15, 2016 — Marketing
The Warner Leisure hotel group recently launched a campaign to target the over-50 crowd with boozy ice cream flavors. By combining the nostalgia of an ice cream truck with adult-only flavors, the clever marketing campaign perfectly captures the attention of those who still feel young at heart.
The Warner Leisure hotel group's new campaign involves sending a retro ice cream truck across Britain for the duration of the summer season. The truck will serve up boozy ice cream flavors made from adult-only ingredients such as Jägermeister, vodka and tequila. The idea behind the mobile ice cream bar is to give adults a way to indulge in a classic childhood pastime that will remind them of their favorite summer holidays. As Warner Leisure hotel group's marketing director Mat Finch explains, "Our guests may predominately be over 50, but they love a bit of mischievous fun."
The Warner Leisure hotel group's new campaign involves sending a retro ice cream truck across Britain for the duration of the summer season. The truck will serve up boozy ice cream flavors made from adult-only ingredients such as Jägermeister, vodka and tequila. The idea behind the mobile ice cream bar is to give adults a way to indulge in a classic childhood pastime that will remind them of their favorite summer holidays. As Warner Leisure hotel group's marketing director Mat Finch explains, "Our guests may predominately be over 50, but they love a bit of mischievous fun."
Trend Themes
1. Boozy Ice Cream Flavors - Utilizing adult-only flavors in ice cream offers a disruptive innovation opportunity to target the over-50 crowd with a fun and nostalgic twist.
2. Retro Ice Cream Truck - Using a retro ice cream truck as a mobile ice cream bar creates a unique and interactive experience for adults to indulge in their favorite childhood pastime.
3. Nostalgic Marketing Campaign - Appealing to the nostalgia of adults through a clever marketing campaign presents an opportunity to capture their attention and create a memorable brand experience.
Industry Implications
1. Hospitality - The hotel industry can explore the concept of boozy ice cream flavors and incorporate them into their menus or as a special offering to attract the over-50 crowd.
2. Food and Beverage - The ice cream industry can innovate by introducing adult-only flavors and targeting a specific demographic with creative marketing campaigns.
3. Event Planning - Event planners can incorporate a retro ice cream truck into their events, providing a unique and nostalgic feature that delights adult attendees.
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