Unilever: The taste of brandformance

Unilever's ice cream brand Ben & Jerry's expanded its awareness-focused approach into a performance-oriented campaign, using both online and offline channels, to uphold its strong brand reputation, prevent sales targets from declining, and avoid a reduction in market penetration and distribution.

Campaign details

Brand: UnileverAgency: PHD GermanyRegion: EMEA

Strategy

Objective

Ben & Jerry's ice cream pints enjoy global recognition as the top brand in the pint-sized ice cream market, excelling in Brand Power, Repurchase Rate, Loyalty, Value Perception, and sustainability ratings.

But the FMCG Hustle is real - in a world where more and more information crushes down on consumers every day and inflation influences consumer climate, it is crucial to effectively balance between long-term brand building to maintain mental availability and short-term sales activation to foster purchase availability. The goal is therefore to uphold the...

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