Ben & Jerry's: THE ROAD TO EUPHORIA

Credits & Description:

Advertiser: UNILEVER
Agency: INITIATIVE MEDIA
Category: Fast Moving Consumer Goods


Execution
We spread the Ben & Jerry’s message and invited young people to the “experience” events through carefully chosen popular producers in music radio stations with fun, enthusiastic, “unconventional” profiles, through references. On top, B&J's promoters dressed as cows visited radio stations treating radio producers to ice cream on air, creating a fun, enthusiastic climate and gaining free exposure and references! Intensive social media with premium Facebook ads and display campaign with impressive creatives, sponsorships, special customizes placements and viral actions contributed in engagement, buzz and word of mouth. Brand’s fan page earned 67k visits and more than 1.600.000 unique users in total where exposed to the campaigns. On top, in order to enhance buzz and word of mouth, on the actual date of Free Cone Day, Ben & Jerry's promoters dressed as cows, "invaded" the most popular midday TV live show "F&M live", treating ice cream the two "surprised" presenters and their team!

Effectiveness
The results were impressive! The brand: -increased awareness levels by 50%-increased value market share by 2.7 times(!) in premium market-achieved turnover growth by 64%

Strategy
Ben & Jerry’s launched in Greece in 2008. Up to 2012 the communication was mainly below the line, brand awareness remained low, sales were poor and growth was slow.In 2012 everything has to change! Total Brand Awareness to increase by 50%, Value market share within the Super Premium Segment to double, and achieve over 50% turnover growth vs previous year.Based on the insight “There are two types of people in this world: Those who love B&J’s, and those who have never tried it” we created a total BRAND IMMERSION for the consumer. We built a targeted communication plan around the most important experiencing activations, Free-Cone-Day (annual date when B&J's give away ice-creams) and Scoop-Trip (B&J’s van tours Greece giving away ice-creams)! With young, fun, enthusiastic, unconventional audience to reach, we chose radio, digital and TV in a special way TV as the vehicles for a total brand experience.