What The French!? Who is it for?
- Vaishakh Gopalakrishnan
- Nov 29, 2021
- 3 min read
Who is this new startup for?
It is definitely for your grandfather to have when he’s relaxing and watching the television. If you still couldn’t guess that I was joking, it’s for the young ones. This is exactly how the company describes itself as well. They say that they want to be “the favorite brand of the young people”. It is also very apparently visible that they want to cater the younger generation due to their color choice in their logo as well as their name. They are called “What?! the French, also called WTF!”, what did you expect?
We can see the use of bright blues and reds which are colors which are very appealing and sure to catch the eyes of any onlooker. There is even research that suggests bright colors catch the eyes of Gen Z as well as millennials. The older generation usually prefer the pastel colors and the younger ones tend to get attracted to brighter colors which explains why the brand would go for this logo. The name is also meant to signify that they are “cool” or that they are the purple cow here as well as to signify that they are a French brand.
The packaging is also eye-candy some of the flavors are as follows
Jungle King
Secret Crush
French Kiss
Kiss Kiss Mang Mang
Electro Shock
Cuba Lover
“Kiss Kiss Mang Mang” Flavor “Cuba Lover” Flavor
I think they could have just called it Mango or Strawberry but that wouldn’t appeal to the younger generation (the older ones would probably want it that way though).
Another main selling point is that they offer BIO. The company says on their website that they want to “treat millennials and stimulate their feelings by offering completely organic and frosted recipes”.
As the above statement says, the company offers completely organic ice creams and, in an effort, to make the brand experience as relatable as possible to its target customers, the brand has resorted to various measures which can be seen in the following pictures:
A cow can be seen wearing a cap, a chain, and glasses. I can definitely say I have not seen that before. All this design and usage of color shows how they want the brand to be relatable to the younger generation and they also show a group of young people in their home page enjoying their ice creams.
They have also linked a lot of their social media in an effort to increase visibility. There is even a Spotify playlist which includes a list of songs that they say can be, “heard when you enjoy your new What the French ice cream”.
Taking a look at their Instagram page only makes the brand identity even more obvious. The products are advertised by people who appear to be in their 20s or late 20s with the colors that we discussed earlier being shown again. People are shown enjoying and having fun while the products are also shown in a very fun and quirky way which is bound to catch the eye of the younger generation. For a brand that started only in 2018, things are looking pretty good for What the French. To sum up, vegan, colorful, loads of flavors and they are called WTF; pretty much all a younger generation would want.
References:
No. of words : 559 words.
Comments