Unilever/GB Glace/Olivia Nilsson: Swish Joy

GB Glace, an ice cream brand, launched a direct-to-purchase campaign that increased sales and brand engagement throughout Sweden.

Campaign details

Brand: Unilever/GB Glace/Olivia NilssonLead agency: Mindshare SwedenRegion: EMEA

Strategy

Objective

Ice cream is a product that is highly associated with the Swedish summer. When Swedes think of ice cream they think of GB Glace, the leading and beloved brand. GB Glace is a classic and iconic brand that Swedes know and love. However, new competitors have entered the market challenging GB'S position. To gain a competitive edge, new brands offer more than new flavors but also other enticing attributes such as high protein, low-calorie and dairy free ice creams.

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