Swedes to build Hemglass ice cream into regional brand

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STOCKHOLM -- Hemglass, the Swedish ice cream maker recently bought by Germany's Sudzucker, has started work with the Stockholm-based agency Lowe Brindfors to evaluate the prospects of launching a pan-European marketing drive for the Hemglass brand by 1999.

Lowe Brindfors has just finished a TV and cinema campaign for Sweden which features the children's character Pippi Longstocking, perhaps Sweden's largest televisual export.

"We will also run a direct marketing program, delivering special Hemglass magazines featuring our products and company information to four million Swedish homes 10 times a year," says Ulf Groth, Hemglass' CEO. The campaign spend is between $5 million and $6 million in 1998, Mr. Groth said.

"Our acquisition by Sudzucker has opened the door to new markets in Russia, Germany, the Baltic rim countries, Belgium and Holland to Hemglass. We believe that there is a European market out there for ice cream brands produced in Sweden, which has a worldwide reputation for quality and using only the best natural ingredients in its produce," says Mr. Groth.

Copyright November 1997, Crain Communications Inc.

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