Ben & Jerry’s is launching a new TV advertising campaign as part of a new £5m marketing investment to promote their exciting new range; Ben & Jerry’s Core.
The TV ad, which launches in April, starts with the opening of theatre-style curtains to reveal Ben & Jerry’s countryside setting, Woody the cow – the brand’s ambassador – and the Ben & Jerry’s Core range.
Taking centre stage, Ben and Jerry’s Core is introduced by an American narrator who provides a description of the Karamel Sutra variant with the help of Woody.
In topsy-turvy Ben & Jerry’s style, the show continues as Woody climbs an ice cream volcano made from two different ice creams and a soft core of sauce.
The volcano explodes, catapulting Woody into outer space before he lands in a caramel black hole which leads to a chocolatey chunk cave.
As Woody begins to mine the cave – which is made from two different Fairtrade ice cream flavours – using a Ben & Jerry’s signature spoon, a soft caramel sauce explodes from underneath him.
The closing message to consumers from Ben & Jerry’s is the campaign strapline ‘Join our Core, all you need is a spoon’ before the theatre-style production ends and the curtains close.
Each of the three Ben & Jerry’s Core variants has a soft core of sauce of either chocolate truffle, chocolate fudge, or caramel – which is surrounded with a pairing of two Fairtrade ice creams.