Morinaga's Ita Choco Ice Experience and Positive Emotion Branding
This provides an extensive analysis of the branding strategy for Morinaga's Ita Choco Ice, a long-selling Japanese confection.
It details how the product, initially sold seasonally, navigated challenges after shifting to year-round availability by focusing on its unique product characteristics and its emotional connection with consumers. Specifically, the company discovered through consumer interviews that the ice cream was viewed as a "reward" or "small luxury," leading to a pivot in marketing efforts to emphasize its value as a special dessert rather than just an alternative to chocolate…
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