Jump to content

Heartbrand

Add links
From Wikipedia, the free encyclopedia

This is an old revision of this page, as edited by Arjayay (talk | contribs) at 12:49, 10 June 2023 (Duplicate word removed). The present address (URL) is a permanent link to this revision, which may differ significantly from the current revision.

"Heartbrand"
Current logo
Product typeUmbrella name for several brands of Ice cream
Produced byUnilever
CountryOver 80 countries under various names
Introducedin 1998

"Heartbrand" is the umbrella name of a series of ice cream brands sold by the company Unilever.

With the exception of Unilever's brands Popsicle, Klondike bar, Talenti gelato, Breyers and Ben & Jerry's, the bulk of the its ice cream business falls under its brand umbrella, so called because of the brand's heart-shaped logo. The Heartbrand was launched in 1998 to increase international brand awareness and promote cross-border synergies and centralisation in manufacturing and marketing. It is present in more than 80 countries and generally manufactures the same ice-creams with the same names, with occasions of regional availability.[1][2]

Names

In different countries, Heartbrand is known as:[2]

History

File:Heartbrand logo prior to 1998.jpg
Plain logo of Unilever's "Heartbrands" prior to 1998.

Prior to the heart logo, the ice cream brands had different logos, often consisting of a blue circle with the local brand's name over a background of five vertical red stripes. Uses of this logo reach back to the 1960s.[citation needed] Though it was not universally used for all the countries listed above (Wall's in the UK, for example, used a yellow logo with Wall's in blue text), while many brands were shared across different countries.

The Heartbrand was launched in 1998 as an effort to increase international brand awareness and promote cross-border synergies in manufacturing and marketing ("centralisation"). It featured a red curved heart on a yellow background and was designed by Carter Wong Design.[citation needed] The updated brand was promoted with a Europe-wide marketing campaign and a cooperation with the US cable television channel MTV.[citation needed]

File:Heartbrand logo 1998-2003.jpg
Old plain "Heartbrand" logo used 1998-2003 (and still by some brands).

In early 2003 the symbol itself was simplified by replacing the yellow shades with white. The blue script lettering for the local names was abandoned in favour of a simpler all-caps sans-serif font.

At the start of the branding many brands only used the heart as their second logo. Several other companies also still use the 1998 logo or, like Good Humor and Kwality Wall's, use modified versions.

Around 2006, Unilever was the world's biggest ice cream manufacturer, with an annual turnover of €5 billion and invested around €50 million annually in ice-cream research and development.[1] Unilever currently operates twelve ice cream factories in Europe; the biggest include factories at Hellendoorn in the Netherlands, Heppenheim in Germany, Caivano in Italy, Saint-Dizier in France, Gloucester in the United Kingdom, and Olá in Portugal.[3]

Ice creams

Ice creams sold as part of the "Heartbrand" include:[2]

  • Calippo
  • Capri
  • Carte d'Or
  • Cassatta
  • Choc Bar
  • Cornetto
  • Creamy Delights
  • Domino
  • Ed v. Schleck
  • Feast
  • Fruttare
  • Happen
  • Kulfeez
  • Jet Sport

References

  1. ^ a b "Unilever Heartbrand". Unilever. Archived from the original on 2009-06-12. Retrieved 2023-06-09.
  2. ^ a b c "49+ Unilever Ice Cream Brands from Around the World". Advertise. 14 December 2015. Retrieved 11 January 2022.
  3. ^ a b "Unilever". Ice Cream Park. Retrieved 5 November 2015.
  4. ^ "Swirl's. precies waar je zin in hebt!". Swirl's Ice Cream (in Dutch). 2016. Archived from the original on 2016-12-02. Retrieved 2023-06-09.
Retrieved from "https://en.wikipedia.org/w/index.php?title=Heartbrand&oldid=1159457829"