Clemenger BBDO Sydney has won the creative account for Unilever Australia’s famous Blue Ribbon ice cream following a competitive four-way pitch. Blue Ribbon has been a family favourite for more than 50 years. While Blue Ribbon is best known for its classic 2 litre tub, recent product innovations produced brand extensions, including Crafted Ice Cream and Protein Bar ice cream ranges.
The agency will work on a brand building campaign for brand. 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 premise that everyone deserves to share the joy of ice cream.
Pete Bosilkovski, chief executive officer Clemenger BBDO Sydney, added, “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. 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.”
To unlock the pitch, the team at Clemenger BBDO tapped into their shared love of the Blue Ribbon ice cream that they grew up with, and all its associated warm memories.
“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, is what absolutely set them apart,” stated Unilever Australia marketing manager for ice cream, Melanie Chen. “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.”