Unilever brings together global ice cream brands

Published on .

LONDON -- Unilever, the world's biggest ice cream marketer, is bringing all ofits global ice cream businesses underone logo for the first time in a moveto increase its international marketing opportunities.

The logo, consisting of two red and yellow hearts intertwined, will carrythe name of the local business belowit in blue. Although many of Unilever'sice cream brands are known by the samename internationally, its local companiesare not. In the U.K., for instance, thecompany name is Wall's, while in Italy it'sFagit, in Portugal it's Ola and in Spainit's Frigo.

The change will be backed by the company'sfirst corporate TV ad campaign for its icecream business. Ads via McCann-Erickson'sMilan and London offices will be tailoredfor each national company in a $25 millionmarketing push for the year.

The red and yellow heart device, designedto denote "happiness and enjoyment," is alsopart of the company's effort to pull away fromice cream's association with summer. Its aimis to increase year-round consumption of ice cream.

Copyright March 1998, Crain Communications Inc.

In this article:
Most Popular