The Edge
Consumers like the idea of trying things that APPEAR illicit or dangerous but really aren’t. People revel in the feeling of doing something naughty or unexpected and will continue to experiment with foods, fashions, entertainment and practices that challenge socially acceptability. The increasing presence of brands like Axe Body Spray, KY Jelly, Apple and Eve’s Tribal Tonics and Grand Theft Auto demonstrate that mainstream tastes are inching further into the extreme.
Brands that can push the boundaries offer consumers an emotional outlet in being under the radar and seemingly on the edge. Can you take the safe version of something that feels wrong and weave it into your brand story?
Have you ever thought about where the boundaries might be with ice-cream? Take a look at how The Icecreamists have brought a little bit of naughtiness into the freezer section.
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