Elephant House wins Gold at SLIM BrandEx 2012

Consumer favourite Elephant House Ice Cream was well recognised at the recently-concluded Sri Lanka Institute of Marketing (SLIM) Brand Excellence Awards 2012, with a Gold for “Turnaround Brand of the Year” and Elephant House 2BAR winning a Bronze for “New Entrant Brand of the Year”.

These awards add to the already overwhelming list of achievements resulting from Elephant House’s 2010 re-launch, which saw the brand transform itself into a more relevant and progressive brand, from being a traditional, dated brand. Further, these accolades also go on to prove that, throughout the years, Elephant House has successfully retained its trusted and much-loved ‘goodness’ proposition, while boldly embracing the future. Elephant House’s Ice Cream product portfolio continues to lead in the local ice cream market because of its emphasis on consumer-orientation and progressive marketing strategies, which have not only sustained growth but also improved its leadership amongst many ‘me too’ brands in the category.

Additionally, Elephant House’s 2010 re-launch stood out because it further strengthened the brand by focusing on all aspects of the marketing mix, while also ensuring that the whole company embraced the change, which in turn was promoted effectively through its many consumer touch-points.

At the same time, the Elephant House re-launch was also supported by a number of new products and packaging innovations that utilised extensive capital investment. One of the most unique features of which was the introduction of Elephant House 2BAR. The first time a jelly-based product was launched in the local market, revolutionising the ‘impulse market’ demonstrated by the market share captured by Elephant House.

This was also the main reason that Elephant House 2BAR was awarded a Bronze for “Best New Entrant brand of the Year” at SLIM Brand Excellence 2012. A testament to the growing popularity of the Elephant House 2BAR brand, this Bronze ‘New Entrant’ award also paid tribute to the fact that this unique innovation has quickly become the fastest moving product across Elephant House’s total product portfolio while also rapidly capturing more market share.

At the same time, Elephant House 2BAR also continues to achieve the virtually impossible, by revolutionising the highly-competitive ice cream popsicle segment by adding further value for consumers while keeping the product affordable and in line with the ‘goodness’ proposition of the brand.