The aim of the marketing activity was to bring Ben & Jerry’s Ice Cream firmly back into the public eye in Singapore.Consumers have a wide range of ice creams to choose from these days. Recently there has been a proliferation of small, independent shops in many malls selling both ice cream and frozen yogurt. We wanted to re-establish Ben & Jerry’s as the more original, more unusual ice cream – to appeal to the young and the young at heart. These more independent consumers now have a greater choice than ever, but want to appear more individual and not eat ‘the same’ as everyone else.
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