Clemenger BBDO Sydney has won the creative account for Unilever Australia’s iconic Blue Ribbon ice cream following a competitive four-way pitch.
Unilever Australia has appointed Clemenger BBDO to work on a brand building campaign for the ice cream brand.
While Blue Ribbon is best known for its iconic two litre tub, recent product innovations have seen brand extensions introduced, including Crafted Ice Cream and Protein Bar ice cream ranges.
With even more innovations planned, the brief to Clemenger BBDO was to find a distinctly Blue Ribbon platform with the flexibility to work across an ever-growing range of products, and that also delivers on the brand promise that everyone deserves to share the joy of ice cream.
To unlock the pitch, the team at Clemenger BBDO tapped into their shared love of Blue Ribbon ice cream that they grew up with, and all its associated "warm" memories, to create a platform that will take the extended Blue Ribbon range to the next level.
“We saw some phenomenal work through this competitive pitch, but the platform Clemenger BBDO brought to us, along with their passion and enthusiasm for the brand, are what absolutely set them apart," Unilever Australia’s marketing manager ice cream Melanie Chen says.
"The platform will remind people why they’ve always loved Blue Ribbon and showcase all the new products so they can enjoy the joy of ice cream in new ways."
Clemenger BBDO Sydney CEO Pete Bosilkovski says working with Blue Ribbon was particularly special for him.
“This one is close to my heart, as my mum used to work at Streets ice cream factory and I have fond memories of our fridge always being stocked with Blue Ribbon goodness," Bosilkovski says.
"We’re proud to be working with a much-loved Australian iconic brand that we’ve enjoyed since childhood and look forward to working with the Unilever team to relaunch the Blue Ribbon brand with a fun new brand platform.”
Blue Ribbon joins iNova Pharmaceuticals' brand Demazin as recent creative account wins in 2020.
The agency also helped create a new brand platform for V Energy at the end of last year.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at email@example.com