Red Passion
Campari
We provided solutions to Ben & Jerry’s with
Scooping-Up Excitement
Unilever
The brand was born in 1978, when Ben & Jerry opened their first ice-cream shop in Vermont. From then on, it continued to evolve, to become one of the world’s most loved ice-cream brand.
Ben & Jerry’s, a heritage brand built on the values of its 2 founders. The brand believes that ice cream can change the world through a progressive, nonpartisan social mission that seeks to meet human needs and eliminate in justices.
Launching the range of ice-cream by Ben & Jerry’s in Malta required a coherent branding effort to outline two important considerations: taste and product development. The challenge for the Commercial Creatives was to create a 360-degree campaign, which required both experiential marketing as well as an intelligent activation which puts Malta on the ice-cream chart.
The Concept Stadium team launched a brand activation focusing on the low-calorie Moo-phoria as well as the non-dairy Chocolate Fudge Brownie, with a full-bus wrap on the streets of Malta.
With the bus serving as the perfect backdrop for an on-site activation, commuters were treated to a free ice-cream scoop from the branded Ben & Jerry’s pop-up shop in the main bus terminus.
Using the power of influencer approach, tasting on radio shows with lactose free and health-conscious radio presenters gave Concept Stadium the opportunity to take the brand on-air, complementing its mass-market presence on the social media platforms.
For the Ben & Jerry’s activation, we enagaged Concept Stadium to conceptualise a campaign in Malta. They demonstrated a deep understanding of the market; localised the campaign to be as 360 as possible whilst at the same time respecting Unilever brand guidelines and direction.
Heidi Idman – Former Marketing Manager – Europe
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