Advertising Agency

Daniel RodriguezGeorge Giannoulis

Irina RybiniaNatalia Garcia

Lucrezia SquillanteCynthia Wainaina

Company Overview

Product

Message

Audience

Market Trends

Objectives

CONTENTS!

360 Strategy

Planning

COMPANYOVERVIEW

COMPANY OVERVIEW

Born1978

UK1994

Unilever2000

Here at Ben & Jerry’s, we spend our days and nights finding foods from around the world, mixing, blending, chopping, whipping, and tasting them until we come up with unique, unmatched food euphoria.

290 300295

UK SCOOP SHOPS

THE PRODUCT

PRODUCT

More than 40 Flavours

More than 37 years ago, two men had an idea about using their creativity to create unique and fun ice cream flavours that would not only spark customers’ taste buds, but that would bring them back and keep them guessing and waiting for the new creation.

THE AUDIENCE!!ME?

AUDIENCE

WHAT THEY HEAR

WHAT THEY THINK & FEEL

WHAT THEY SEE

WHAT THEY SAY & DO

@DoctorChristian@SoVeryBritish

Individually sound people

I like to try new brands

MARKETTRENDS

MARKET TRENDSICE CREAM SALES GROWTH BY CATEGORY

2010

Frozen Yogurt

Impulse IC Ice Cream

Take Home IC

Retail Artinsan IC

10%

2%

2011

9%

4%

6%

4%

3%

3%

3%

2014

3%

10%

2%

3%1%

2013

4%

10%

3%

1%1%

2012

16%

7%

4%

3%1%

2%

132

VANILLA

CHOCOLATE

STRAWBERRY

YOUNG

OLD

LUXURYCOMODITY

9%

2%

2% 5%

2%2%

1%

7%

4%

5%

THE M ESSAGE

MESSAGEBen and Jerry’s is a premium ice-cream brand that is associated with pleasure and enjoyment in every situation. The flavours cater to all individual tastes and lifestyles.

“Don’t make the decision based on the weather, you can enjoy Ben & Jerry’s whenever.”

OBJECTIVES

OBJECTIVESGENERAL OBJECTIVE

To maintain consumption of Ben & Jerry’s at a steady rate all year around and raise awareness of Ben & Jerry’s, keeping the brand at the top of consumers’ choice set.

SPECIFIC OBJECTIVES

Associate of ice cream consumption with

‘moments’.

Associate flavours with personality

and lifestyle traits.

Generate loyalty towards the brand

12% increase in consumption

4% increase of loyal customers

33% Increase of web traffic

360º STRATEGY

TV

The TV ad will be displayed:- On 3 different channels - During 6 different shows.

WHAT IS YOUR MOMENT?#B&JMoment

Benjerryuk@benandjerryUK

WALK IT OFF

MY BIRTHDAY

IN LOVE

EASING JUST STARTING

CUDDLING

EASING BACK TO WORKDURING NEW YEAR’S EVE UPGENTLY

INTO SEMI

RSNA

THE DAYIN WITH OR WITHOUT FRIENDS...

COUPLESTO SHARE

FOR A MIDNIGHT

TREAT

The press ad will be:- Printed in 30 magazines - Published in 5 newspapers

PRESS

BILLBOARDS

4 locations Posters replaced after 6 weeks - Near hyper and supermarkets- On highways- In the most populated areas (working, living).

BILLBOARD

Don’t make the decision based on the weather, you can enjoy Ben & Jerry’s whenever. #B&JMoment

SOCIALMEDIA

1. QR Codes in the tubs2. Social media registration and twitting. #B&JMoment3. Promotion4. Weekly winners5. Final winners:

In-store navigation directing shoppers through “in-store activation point”1. With constant flow of social media.2. Partnership with 30 major hypermarket stores (Sainsbury’s and Tesco) around

IN-STOREIPADS

FRIDGE- Point of conection with consumers. - Increase sales. (15%)

RELAX AREA:- Customer attraction- Customer engagement.- Interact with the brand.

SAMPLES:- Reach 11.700 consumers.- Brand awarness.- Explanation of the on-line activity with promoters.

IN-STOREACTIVATION

Activation of 30 stores

COWMOBILE

3 months across the UK starting in March in Brighton.London- It will stop in 12 cities only during weekends.- 20 different flavours - 40 varieties of chunky bits

PERFECT MOVIE COMPANION

CINEMA

4 posters per location770 Cinemas in the UKFor a total of 3080 impresions

PLANNING

TV

PRESS

BILLBOARDS

SOCIAL MEDIA

IN-STORE IPADS

IN-STORE ACTIVATION

COWMOBILE

POSTERS

Core of the advertising campaign, Introduction of concept

Core of the advertising campaign, Introduction of concept

Will run through the entire campaign, placed near hypermarkets and highways

Will run through the entire campaign, announcing weekly winners

Will run through the entire campaign, displayed only in cinemas

Shopping carts will be placed in all partner stores, entire campaign

Will run every month in 10 different hypermarkets

MARCH APRIL MAY

2’303,500

5’000,040

319,200

20,000

85,500

310,000

85,000

12,320

TOTAL10,000 Fee 8%OTHER COSTS 8’578,155

Each weekend promoting in a different city

THANK YOU