Soft Republic: I-AM Create a new Soft Icecream brand for Walls, Unilever
Who as a kid could ever resist the jangly chime of the ice cream van? There is something deeply nostalgic and special about SOFT ice cream, over generations. It retains its magic & charm, and new groups of grown-up kids around the world have lately been embracing the re-invention of what soft ice cream could be. With the world in a state of flux, many key consumers are seeking out new, social media worthy experiences, yet retain an apparently contradictory need for familiarity and re-assurance. Soft serve ice cream is the perfect product to deliver an experience that satisfies all of these needs.
Unilever’s famous Wall’s brand came together with I-AM, and created Soft Republic to re-imagine soft serve ice cream for Millennial and Gen Z consumers, while ensuring that it remains as compelling as ever for traditional audiences. Unilever are at the forefront of enhancing the emotional connection between product brands and consumers, through ever-more experiential retail experiences, directly orchestrated by the brand owners themselves, working with creative agencies specialised in retail experience design, such as I-AM. Ice cream is one category which is ripe for this kind of activity, with pop-up and flagship retail experiences targeted at the Instagram generation appearing through the summer.
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