In the early afternoon, there was a long line at an ice cream shop in the center of the country. A bunch of kids as young as 10 burst in, and started opening the refrigerators and turning the popsicles over. “Do you have the crunch?”, Shouted the seller, Who replied wearily “No, it’s over, stop asking me this question”.
The next morning, the seller is again asked if he has a popsicle that everyone is talking about – the Nestle Ice Cream Crunch Pistachio. The answer was yes, “but you can’t buy more than four.” The seller went into the back fridge, and came out with the loot wrapped and hidden inside two bags. While paying, a 40-year-old guy stormed in and asked, “Do you have the white-collar popsicle? My son will kill me with it in the end.” Again the answer was yes, but this time only two could be accepted. “So why did she get more?” The guy asked angrily.
The hatred effect of loss
The pursuit of the Nestle Ice Cream Crunch Pistachio popsicle, which hit the market in a limited edition last month, crosses ages, chains and media, making it one of the strongest brands at the moment. “The product was born by a guy who loves pistachios, who created sketches of well-known products combined with pistachios. One of the products was a Nestle popsicle, and he started teasing the community of the ‘Hungry in Your Hunger’ group on Facebook,” says Dr. Dana Tevet, a consumer behavior expert at the school. Arison for Business Administration at Reichman University.
“People came up with the idea, and approached Nestle with requests to start making ice cream like that. Nestle listened, and it created a crazy buzz. It’s a fantasy come true. I sit at home thinking ‘I wish they would make me cherry milks and whipped cream’, and someone hears me and starts making the product.”
But then it’s hard to get it, and the chase begins.
“People have a mechanism that activates them. We act first and foremost out of hatred of loss. It is our fear of losing something, and the pain of loss is far greater than the pleasure of the same thing. Losing 20 shekels will hurt you more than the joy you feel if you find 20 shekels on the street. On our decision-making, many times it is irrational, and the marketing implications are enormous.
“Of course beyond the hatred of loss, the second thing is the rarity, which also sits on that point. When we are told that something is rare, limited in time or quantity, it motivates. Like on Black Friday, when people are willing to kill each other for products on sale for a limited time and quantity.
“Evolutionarily, even before humans raised their cattle and agricultural produce, they had to fight each other for food. Restriction produces in us the desire to get it, and limited products gain higher value.”
What feeling is created in someone who has succeeded?
“I’m part of the brass, I’m in matters. Social also plays a role here – what a beauty I will look when I take pictures with it. “The shortage in the market is unintentional, companies are releasing limited editions for all sorts of reasons. But even if Nestlé later decides to release the popsicle as a regular flavor, today is the exciting time.”
Who cares about the taste
“The trend of revealing new products by creative is the future, and it is becoming the measure of whether something succeeds or not,” says Uri Oberutzky, an advertiser and marketing expert at Netanya Academic College. “It’s not that Israelis really like pistachios, but they do particularly like the so-called limited edition, special edition or summer edition.
“In the age of ticketing and social media, the point is not to eat it but to take pictures with it. That’s how the trend started that people put up posts of ‘I won, I managed to get the ice cream.’ Be up to date, in trend. “
Dr. Dana Tevet, Arison School of Business, Reichman University / Photo: Raanan Cohen
In this context, Tevet mentions value theory, a theory that deals with human behavior while making decisions under conditions of uncertainty. “There’s a company here that understood Cheryl Time Marketing is the name of the game, and went all out, but probably didn’t anticipate the prey and demand. I think they produced a quantity for a few months, it ran out in two weeks and the spin was created – having a life of its own. “And people are willing to pay a lot for this popsicle.”
The gray market that Tevet talks about includes people who managed to get their hands on the coveted product of the summer, and offer the loot for sale at prices that can reach NIS 1,000 per carton (others were “cheaper”, offering 28 popsicles for NIS 750). This is alongside groups opened on Facebook and Telegram, which aim to reveal where it can be found.
“Some would say that Nestlé created the shortage on purpose to see the market respond, but I don’t think they anticipated those dimensions. The kids are driving the demand through tic-tac-toe and Instagram, and it’s going terribly viral,” says Avi Zeitan, a marketing and strategy expert.
Avi Zeitan / Photo: Yevgeny Schwartz
“Every company would want such an ingenious marketing move, which by the way bounced the whole crunch brand, in all flavors. If in the popsicle segment the king was the magnum, this brand is the new king. The competitors. “
The start-up Humanz, which developed a system that connects influencers, content creators and companies using data based on artificial intelligence, has in recent weeks examined the hashtag data related to the popsicle in question. At Tiktok, the hashtags relevant to the trend reached an exposure of over 52 million views. Instagram has a total exposure of more than a quarter of a million impressions.
“Consumer madness around the crunch pistachio is a classic phenomenon of creating demand through influencers on social networks,” says Liron Tamir Levy, humanz’s operations manager in Israel. “This is a powerful media, and it is known that an authentic recommendation for a personal experience regarding a product motivates action, and pushes for an increase in demand.
“Of course a deliberate game (or not) of inventories and creating branding desires adds buzz, producing sales pitches. The power of the network is the most significant consumer power today.
Oberutzky mentions that Israelis tend to adopt trends quickly, “and here there is a political focus group. In my opinion, Nestle will expand the pistachio to all kinds of products, as they did with the Milky. Israel likes to stretch the brand, and it will be here too. But I believe until September, when the weather It will cool down, we will be after the madness. “
So maybe they’ll take out a pistachio creme brulee.
“Maybe. I can make a picture of alcoholic popsicles in Photoshop, upload it to the networks, and according to the state of the reactions, maybe in a year there will be a company that will release the product. It’s an experimental balloon with Photoshop, And old age. “
Uri Oberutzky, advertiser and marketing expert, School of Communication and Business Administration Netanya Academic College / Photo: Netanya Academic College
It was recently announced that Nestle has begun a partnership with Walt, under which the popsicle can be ordered for NIS 10 per unit. “We have identified the demand for crunch pistachios and we have taken care of a nationwide deployment, in order to ensure the availability and accessibility of the product,” say Walt. “We started selling it last weekend and since then the stock has run out, but a month now.”
Nestlé Ice Cream stated: “We are pleased to see the enthusiasm for Crunch Pistachio and at the same time, we strongly condemn speculation that is developing across the chain. This is a limited edition whose distribution was supposed to end some time ago, but we have decided to produce hundreds of thousands more And with that we will sign the limited edition.
We intend to make every effort so that the public can find it nearby and promise to continue to surprise with new flavors in the future. “