The “Quiet” Launch: Word of Mouth Marketing

Interestingly, while the inspiration is viral, Picard’s launch of this product relies heavily on the physical discovery. Walking down the freezer aisle and spotting the “New” label with the picture of the green-and-brown layers creates a moment of personal discovery. The consumer feels like they have found a secret gem.
This leads to word-of-mouth marketing. “You have to try the new Picard log, it’s just like that Dubai bar.” This organic sharing is more powerful than a billboard. The product quality sustains the rumor.
The €28.99 price is just high enough to be a talking point (“I treated myself”) but low enough to be a recommendation (“You should grab one”). It hits the sweet spot for peer-to-peer recommendation.
The understated packaging allows the product to speak for itself. It doesn’t scream “TikTok Trend”; it whispers “Quality Dessert.” This builds trust with the long-term Picard shopper while intriguing the new trend-seeker.
It is a confident launch. It trusts that the flavor and the concept are strong enough to generate their own heat. And based on the buzz, it’s working.