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After a week of hiatus, mark this week the return of BITL.

05.03.10

Leap of faith

Did you notice the change? Is this a leap of faith for BITL?

No, not at all. BITL decided to expand coverage by making this a business & marketing innovations blog.

Why? For the simple reason that business  innovation also affects consumers.

When we were still kids, birthday means a treat to look forward to, whether it is our or our siblings’ or our friends’ birthday. Children’s birthday parties are festive and fun and filled with different attractions especially orchestrated for kids like clowns, games and other gimmicks.    

Today’s children’s birthday parties have photo booths, face painting booths and the like.       

The food is also customized to cater to the kids’ palates. Sweet-style spaghettis, grilled hotdogs and marshmallows in a skewer, fried chicken, cake from Goldilocks with the celebrant’s name artfully written in bright color on the cake’s surface are staples in children’s birthday parties. And how could we miss the much anticipated ice cream in different flavors to cap the celebration.       

Now that we are adults, things have changed. We still party but we party like there’s no tomorrow. And when we speak of party, spaghettis, cakes and ice creams are no longer the images that come to our mind. Spaghetti is replaced by more complex sounding pastas like Sicilian, Aglio y Olio, Puttanesca or the more popular Carbonara, fried chicken by chicken lollipops, grilled hotdogs by grilled sausages, children’s cake by designer cake and ice cream by cocktail drinks.       

Don’t you just miss the old times?       

The child in their hearts and their being a certified partyphile inspired Pinky Jacob-Ileto, Arnel Bondoc, Patricia Gana, Mimi Manalo and Earl Yu to plan the business that is now known by the brand name, Lickqueur.       

       

Lickqueur is an adult ice cream,” shared Ileto, business development manager of M33 The Company, Inc., which produces Lickqueur. “The idea is to combine indulgence and alcohol in one,” she added.       

“Adult ice cream isn’t really a new concept but Lickqueur is the first in the country,” Ileto said. “There is already a similar concept in Bangkok, Thailand and in the US. We are just bringing it here,” she added.       

The idea was conceptualized in 2007 but it took the proprietors two years to come up with a product that is ready for commercial launch. After a series of surveys, product development studies and experimentations, Lickqueur was launched in October 2009 and is currently serving six different flavors.       

“Right now, we have Margarita Passion, Sinfully Butterscotch, After Midnight Mint, OMG!!! Screaming Orgasm, Strawberry Orgasm and Paint the Town Orange” Ileto said. “But among these flavors, Margarita Passion is really the bestseller,” she revealed.       

Lickqueur Adult Ice Cream is available in six different flavors

 

Chocolate Orange Martini

 

Margarita Ice Cream

 

Barely six months after Lickqueur’s launch, the buzz about Lickqueur spread like wildfire. They have already been featured in a number of blogs, in several national dailies and on TV. In fact, a few weeks after the launch, they were tapped to serve adult ice cream in an MTV-sponsored event with more than 5,000 attendees. Offtake is also on steady rise according to Ileto. And the company attributes this to the novelty of the concept as well as to the quality of the product.       

“We only use premium alcohol to ensure that you get the kick from our ice without getting a bad hangover,” she revealed. “The intent really is not to get people drunk but to get people to enjoy the product,” Ileto added.       

Screaming Orgasm

 

Strawberry Martini

 

*****       

P.S.       

PRICES
P 1,375.00/half-gallon or P 55.00/scoop
P 700.00/quart       

1. MARGARITA PASSION (Margarita)
2. SINFULLY BUTTERSCOTCH (Butterscotch Amaretto)
3. AFTER MIDNIGHT MINT (Choco Mint Martini)
4. OMG!!! (Screaming Orgasm)
5. STRAWBERRY KISS (Strawberry Martini)
6. PAINT THE TOWN ORANGE (Choco Orange Martini)       

How to place your orders :       

1. You may call/SMS/inquire on Lickqueur ice cream through Pinky Jacob-Ileto at 0917-850-2702 or 502-2700       

2. Place your orders via SMS or phone call. For SMS orders, expect a confirmation or reply to ensure your orders are received.       

3. Full payment of orders upon pick up.       

4. Leadtime of production : NONE!!! But subject to availability.       

5. Orders will be picked up in Greenhills, Mandaluyong. Details to be discussed during transaction. COMING SOON IN MAKATI!!!       

6. All transactions are non-VAT. No receipts will be issued.

Imitation is the sincerest form of flattery, as the old saying goes.

But if you are the inventor, pioneer or however you want to call it, would you be flattered if the imitation isn’t even at par with your idea or concept? I expect imitation to be at least parity in all aspects, if not even better than the original. Otherwise, the imitation is a waste of time and resources.

Okay, I am talking about Mercury Drug’s Sukli sa Suki Promo which runs from March 1 to July 31, 2010.

The promo concept isn’t new. It is your usual raffle promo aiming to encourage customers to increase volume of purchase in Mercury Drugs. For every PhP 300 purchase, customers are entitled to a raffle ticket. You fill it out, tear the claim stub and drop your entry in drop box.

And since the concept isn’t new at all, I was expecting Mercury Drug to have learned from the previous promotions that are similar in nature (read: remember Pepsi 349 Number Fever fiasco?) but to my disappointment, it is even worse, in my opinion.

First, whoever thought of giving away six Mistsubishi L300 Exceed did not do his homework. The prize isn’t at all inviting. If I were a Mercury Drug customer, I would have wanted them to give away, say PhP 500,000 worth of medicines. That would be more relevant to me as a drugstore patron.

Second, the raffle tickets are printed on very thin sheets of groundwood paper, font in very small prints giving you very little space for the information they are asking you to put in. And yet, they are asking you to write legibly.

And finally, the raffle tickets don’t even have a ticket number. This, I think, is the biggest booboo of this raffle promo. I asked the drugstore clerk if I should keep the other half of the stub. I was surprised they actually said I should keep it in case I win. I left the branch scratching my head.

Okay, this is not to demean Mercury Drug or the persons behind Sukli sa Suki Promo, but come on. Haven’t you done some research, not even an informal one?

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