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Reading: Clems Sydney Unveils New Work For Unilever Ice Cream’s Bite Range
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B&T > Campaigns > Clems Sydney Unveils New Work For Unilever Ice Cream’s Bite Range
Campaigns

Clems Sydney Unveils New Work For Unilever Ice Cream’s Bite Range

Staff Writers
Published on: 25th July 2022 at 9:37 AM
Staff Writers
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Unilever Ice Cream has launched popular ice cream brands, Golden Gaytime, Ben & Jerry’s and Magnum, in bite-size versions.

Historically, ice cream isn’t considered a snack. While delicious, ice cream can sometimes be too big, messy, or cumbersome for a cheeky snack.

Annie Lucchitti, marketing manager for Streets at Unilever Ice Cream, said, “Less than 12 per cent of Aussies think that ice cream is a snack but know it’s one of our most popular indulgences, so, it was about time we gave Australian snackers the option.”

https://www.youtube.com/watch?v=dIx_V7C_Pfc

In Australia, snacking has increased by over 400 per cent in the past ten years.

The creative, by Clemenger BBDO Sydney, plays on the insight that we all have a friend who asks for a bite of our food.

https://www.youtube.com/watch?v=np55TIclbYM

Darren Wright, executive creative director at Clemenger BBDO Sydney, said, “It’s pretty hard to share an ice cream,  but it doesn’t stop some people from asking for a bit, even before you’ve had a chance to have any yourself. Thankfully Golden Gaytime, Ben and Jerry’s and Magnum have come up with the perfect answer to that question. Ice cream bites. And we wanted to bring that to life in a fun and delicious way.”

https://www.youtube.com/watch?v=uff3gJOZnKw

The creative dramatises this human truth humorously and joyfully by telling the story of two friends, one who is happy to buy their own Golden Gaytime whenever they feel the desire for one and another who only ever wants a bite.

And although the mate’s unwelcome advances on the Gaytime have been a source of mild frustration, they can now happily enjoy sharing new Ice Cream Bites.

The campaign will roll out across TV, OOH and social in Australia.

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TAGGED: Ben & Jerry's, Clemenger BBDO Sydney, magnum
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Staff Writers
By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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