Unilever

Alessandra Bellini, Regional Category VP, Refreshments Category
Laraine Miller, Brand Development Director
Nick Soukas, Brand Building Director
Rachel Vassak, Brand Building Manager

DDB New York *Lead Agency

Marina Zuber, Global Business Director
Geoffrey Director, Brand Planning Director
Janet Guillet, Executive Creative Director
Deborah Broda, Acct. Director
Joanne Diglio, Executive Producer
Angelina Singleton, Acct. Supervisor

Mindshare

Ice cream was growing, but Breyers was not. Consumers fled for homespun, regional brands and fancy gelatos. We launched Breyers Gelato Indulgences to grab a piece of the profitable, gelato game while enhancing Breyers decaying brand image. We entered as the old American grandpa of ice creams out of place amongst sleek, Italian gelatos, but came out as a heavyweight. We captured 20% of a market we didnt belong in, and owned 4 of the top 5 SKUs. And we revived Breyers image, reversing 10 years of portfolio sales decline.