The Art of Truly Standing-Out
A while back we wrote about London-based creative food duo Bompas & Parr who have build a world-wide reputation for doing amazing things with things we eat. That’s a pretty tough gig given that every second TV show is another take on new food, old food, exotic food, slow food, fast food and cooking of all the above. Yet Bompas & Parr continue to deliver-on one of the biggest asks in business – coming up with something remarkable.
This time it’s glow-in-the-dark Cornettos – not something you see (or eat) every day.
Experimenting once again with food the deliciously devious duo have created a fresh take on the popular ice cream brand, tweaking it’s DNA to radiate a yellow glow that when consumed leaves the lucky licker with florescent facial features. The products were sprung on unsuspecting viewers of the film premiere of the ‘End of the World’ at London’s Leicester Square who were surprised when their mid-movie snack turned their tongues fluoro.
As businesses and their brands find it increasingly difficult to stand out, Cornetto have shown us the advantage of recruiting true artisans to the cause. By engaging Bompas & Parr, Cornetto knew that the return on that significant investment would be something truly innovative, a brand gesture of remarkable nature to leverage to their marketing advantage. The trick was resisting the temptation to take the easier path, to work with some very talented in-house food scientists, or less credentialed (and certainly less costly) food creators – all of whom could likely have come-up with something interesting, but falling short of something amazing. And the power of this brilliant brand gesture is all in the ‘amazing’.
Pics and Video courtesy of cornettouk