We talked about co-branding concept last week, its description, and an example of a success for the Brand Magnum. But we could notice that it is not always synonymous of success, even in the ice cream market in France.
Unilever and Danone tried to create together a new king of ice cream, a creamy ice cream (or a frozen cream) called Yolka. They developed a huge advetising campain, but only 3 years after the launching, they decided to stop the product.
This big failure remains to be linked with a problem of positioning. In fact, a study showed that French ice cream consumers only eat ice creams for pleasure, without thinking of health or nutrition. However, the two brands created the Yolka ice cream in order to bring a healthy component with "the yogourt in the ice cream".
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