Consumers in Singapore have a wide range of ice-creams to choose from these days, with the recent proliferation of small, independent shops in many malls, selling both ice-cream and frozen yogurt. We wanted to bring Ben & Jerry’s ice-cream firmly back into the public eye, and re-establish it as the more original, unusual ice-cream. The aim was to appeal to the young and the young at heart, an audience of more independent consumers who want to appear more individual and not eat ‘the same’ as everyone else.
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