Movenpick and Ice Cream Lovers

Movenpick philosophy

"Our business is driven by a continuing search for gastronomic perfection that dates back to the earliest history of the brand."

Movenpick based on the passion for gastronomy, use the finest ingredients in order to create qualitative products according to Swiss standards of perfection. Movenpick goal is to offer to consumers the best gourmet pleasure that is exceptional in the world of ice cream. Gastronomy is the guiding passion! The ingredients used are always selected carefully in a natural manner with no artificial colors or flavourings. Focusing not only on quality, but also on appearance Movenpick ice creams can satisfy taste and the same time be a treat for the eyes. Furthermore, its success concerns the recipes used and the way they follow them by paying attention to every detail and having a constant supervision. In addition, Movenpick history is strong enough in order to talk about a real tradition in Swiss ice cream market. The combination of the passion for gastronomy, the finest ingredients and of course the Swiss perfection lead to Movenpick’s art of ice cream! 

Movenpick as a brand

Movenpick undoubtetly focuses on attracting adults and more precisely gourmet lovers of ice cream. Its name and logo exhales an experience in ice cream market and makes clear its gourmet positioning. Its selective distribution increases the desire of its loyal customers and the same time its uniqueness. Movenpick is a brand for only few costumers that really love quality and perfection. This means that its positioning is totally different to Miko’s one, but really closed to Haagen Dazs’ positioning. 

Movenpick and advertising

Even for the advertising campaign Movenpick emphasizes on its three essential differentiation elements, the perfection of the ingredients used, the savoir-faire in combining favours and of course the obsession to present ice cream in the most perfect way! Through the past years, timeless authenticity, natural values, quality with creativity, healthy approach and adventures of the senses were some of Movenpick previous messages. ‘When reaching perfection becomes an obsession!’ is the logo for the new campaign. The famous fashion model Michelle Vawer is the new Movenpick’s person.

The inspiration from a diverse array of classical paintings with black and white colours giving an emphasis on Movenpick’s products is a successful trial for the promotion campaign. The placement of ice creams as a special luxury product is the main differentiation for Movenpick.

Movenpick and ice cream lovers

Movenpick is not only a brand that satisfies the essential needs for a tasty ice cream, but also offers a real experience! Choosing a Movenpick product, a customer knows in advance that has to pay more, but the quality is exceptional. So its customers do not look only for qualitative products, but also for real satisfaction. Movenpick creates strong emotions by promoting its ice creams as luxury products. This means that its customers are the same time loyal, something that is difficult to happen with such a product category. Furthermore, it is commonly accepted that ice cream brands with such a positioning are limited and this is translated in more profits for Movenpick. Trust can be easily gained just by mentioning ‘Swiss perfection’ in advertising campaigns. It is true that Movenpick focuses on few but loyal customers that are really engaged with its products just because they are unique!