Brigham's, Inc.: Reverse The Curse campaign
Ed DingerOVERVIEW
At the beginning of the twenty-first century Brigham's, Inc., well known in New England for its ice cream and restaurants, looked to expand its product line to include the kinds of chunky ice cream flavors (with products such as candy bars mixed in) made popular by Ben & Jerry's. The first attempt was a flavor called "The Big Dig," but three years passed before the company was ready for a second launch. In 2003, as part of a 90th-anniversary promotion, Brigham's sponsored a contest to name a new flavor. The winning...