Ben and Jerry's - Disciplining a Brand Without Stifling Its Spirit

Growth campaign for Ben & Jerry's ice cream after its purchase by Unilever. The brand's personality was important to it, but it was not seen as a premium ice cream, and research found that this same personality was inhibiting growth against the leading competitor Haagen-Dazs.
Agency: FallonAuthor: Olly Taylor

Ben & Jerry's – Disciplining a Brand Without Stifling Its Spirit

A BRIEF BACKGROUND

Ben and Jerry were friends and self-confessed hippies. They dropped out of college in the early 1970s and embarked on a correspondence...